If you’re reading this case study, statistics say you have a smartphone. In fact, 72% of adults in the United States own one. That’s a mind-blowing rate of adoption — with less than ten years in the market, (the first iPhone release was June 2007), almost three-quarters of the United States adult population has a computer in their pocket.
This transformation — access to information whenever and wherever we happen to be — has disrupted the way many markets have operated — commerce being one of the top.
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