The Internet has ushered in a new digital media culture that allows different forms of media to converge. What once used to be multiple separate devices such as a telephone, television, or computer are now able to converge as one form of technology. Smart phones are the perfect example of this hybrid technology that the new digital media culture has ushered in. As early adopters of new technologies, the youth in many ways are the defining users of the digital media that are embracing this new culture. "The burgeoning digital marketplace has spawned a new generation of market research companies which are introducing an entire lexicon of marketing concepts (e.g., “viral marketing,” “discovery marketing”) to describe some of the unorthodox methods for influencing brand loyalty and purchasing decisions." The research that is done on youth marketing quickly becomes outdated by the time it is published as a result of the growth of digital media as educators and health professionals continue to get a grasp on the situation.