It’s No Surprise Mobile User Behavior Is Evolving As digital media technology evolves at an ever-increasing pace, so does the user habits of consumers.  In their new report:  “iConsumer:  Digital Consumers Altering the Value Chain,” McKinsey & Company describe six over-arching trends in digital usage behavior that they believe will significantly impact the industry value chain.  These include shifts in device usage, communication style preference, communication content, social emphasis, user-controlled video and retail experience.  Originally launched in 2008, the study includes longitudinal data from over 200,000 detailed surveys from clickstream web log data and in-home/in-store analysis, for a highly-detailed picture…