Google recently released data about multiple screen use, under the title “The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour.” Whilst it’s not the catchiest of titles, the document itself does provide an interesting insight into consumer use of certain devices, which could prove particularly useful to web designers and digital marketers alike.
The report separates multi-screen use into two primary categories – sequential screening, where the user moves from one device to another to achieve a single goal, and simultaneous screening, where they use multiple devices at the same time. 90% of people use their devices sequentially, with 98% moving between devices on the same day.
Online shopping in particular is a multi-screen activity – 67% of people have used multiple devices sequentially to shop online. Interestingly, tablets are most often the starting point for shopping and trip planning, and 81% of smartphone purchases are spontaneous, highlighting the opportunity to target certain types of ads more specifically towards these mobile devices.
With the average consumer using a combination of 3 different screens every single day, it seems that the multi-screen world is truly upon us, and this is having a knock-on effect in a number of industries. The web design industry, for instance, must recognise the necessity to optimise sites for a variety of platforms, whereas digital marketing has needs to focus on directing appropriate ads to various types of devices.
Are your company’s strategies up to speed in the multi-screen world?