The new shareable experience
Digital interactions have always been one-on-one. You don't use your computer or surf the web with other people watching over your shoulder. We don't invite friends over to gather around a computer to watch movies. But that's starting to change.
Today's mobile computer usage reminds me of the early days of digital photography. When people first started using digital cameras, the first thing they did after taking a picture was to quickly turn the camera around and show their friends the photo on the back of the camera. The same thing is now happening with mobile. Photos taken on smartphones are often shared with other people immediately via text, Facebook, Instagram, and via other means. This includes the people sitting on the couch next to them.
Tablets are often handed to friends to have them watch what the tablet owner just saw on YouTube. This is going to be further compounded as your tablet and television become even more integrated. Find what you want to share and slide it from your tablet to your TV for everyone in the room to enjoy. In 2013, marketers will be challenged to find new ways to encourage shareable moments -- and support them with the newest form of "send to a friend."