Adobe MAX is a conference sponsored by Adobe every year to bring together developers and designers who work with Adobe technologies and enable them to learn new techniques, network with one another, and, in general, get excited about the company and its products. Of course, the attendees of a conference like MAX are almost by definition geeks: These are folks who pay thousands of dollars and in some cases travel halfway around the world to attend. Like all large conferences, MAX kicks off every year with a lavishly produced keynote address, and being a conference populated primarily by geeks, you should not be surprised to discover that many attending the keynote use social media networks like Twitter to breathlessly report every announcement.

I have attended MAX, with a few exceptions, each year since 2005, and have noticed an interesting shift amongst the attendees during the keynote. Even two years ago, the crowd would have been lit by an almost unearthly blue glow from all of the people with open laptops. This year, however, few laptops were to be seen. This did not signal a shift away from social media use, but instead a shift in the devices being used. I would suspect that more people actually tweeted during the keynote than in the past, simply because more people use Twitter today than two years ago. The difference was that almost everyone in the theater was using a mobile phone.

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