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"As a brand leader you've got to be driving the category growth," she added.
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If the sort of gamification that these devices bring does get more people off their butts, that's probably a net positive and a big part of what's driving the category's success.
Clearly, one of the bigger trends here is the same one that is driving the devices category: people are going wireless not just for their computing, but for all of their communication needs.
Nielsen says the "entertainment" category of apps is driving the most usage.
So what is driving the phenomenon?
"Nobody's driving the bus," he said.
Several factors are driving the growth.
"One problem is driving the other".
What's driving the spike in China?
"Camming is driving the adult industry".
We're driving the market".
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