Consumer behavior is shifting

I am working on Social media project at work. We are trying to use social media i.e. Face book and Twitter to tap online market. I was doing some research and found this very interesting article done my Mckinsey. Article talks about shift in Consumer behavior. Smartphone and social networks are changing the way consumers are reacting to marketing promotions and platform

http://www.mckinseyquarterly.com/Marketing/Digital_Marketing/Are_your_customers_becoming_digital_junkies_2839