Carson is $13$ years old today. He has never known a world without cellphones. Carson rarely watches traditional TV$.$ Carson gets most of his entertainment and information from his cellphone and apps such as Youtube. There are a number of factors that have led to the emergence of IMC. Carson's habits are example of which factor?

Question $2$ options:

Fragmentation of markets

Economic uncertainty

The explosion of new goods

Changing media consumption habits of consumers