A recent Forbes article claims, " You see it everywhere, people staring at their smartphones without seemingly ever looking up. They’re glued to their screens, multitasking, while walking, driving, waiting in line, watching TV, studying, sitting on a train/plane, etc. While some of us may not agree with the amount of screen-time people endure, it is their time and it is creating a new genre of connected consumerism. This always-on, mobile customer isn’t just connected, they’re empowered. And, these empowered consumers are completely shattering the construct of the traditional funnel as we know it.