About the Contributor

Tom Webster is vice president of strategy for Edison Research, the company best known as the sole provider of exit poll research for all major news networks during U.S. Elections. He has spent 20 years in market research, with a focus on consumer behavior and insights about the usage and adoption of traditional, digital, and social media. He is the principle author of a number of widely-cited industry studies, including The Social Habit, The Infinite Dial, and The New Media Consumer.