Multiscreening


So many devices, so little time.  So guess what we now do; we use multiple devices at one time.  Yes even men with trouble multi-tasking (At least that is what the ladies think) are utilizing more than one device simultaneously.  Watching/listening to the TV while checking their fantasy teams on their tablets or smartphones while also on the web, social and texting channels.

Digressing for a moment, heard the first song ever played on MTV the other day.  The Bugles – Video Killed the Radio Star – this was when MTV actually played music videos – Enjoy!

Last week, Google published some interesting data based on research into how consumers are using different devices together, called The New Multi-screen World: Understanding Cross-Platform Consumer Behavior.Headline for you90% of people move between devices to accomplish a goal. In other words, people may start reading an email on their phone,but finish reading it at home on their tablet.

Here are some really interesting statistics from the study:

Given these options, behavior has changed given the task at hand and has introduced the concept of sequential device engagement.  Here is one example.

Nuggets:

  • 90% use multiple screens sequentially to accomplish a task over time.
  • 98% move between devices that same day.
  • Browsing the internet (81%), social networking (72%), and shopping online (67%) are the top activities performed when sequentially screening between devices.
  • PCs/laptops are most often a starting point for more complex activities.
  • Tablets are most often a starting point for shopping and trip planning.
  • Consumers rely on search to move between devices.
  • We use an average of 3 different screen combinations each day.
  • Smartphones are the most frequent companion devices during simultaneous usage.
  • Emailing (60%), internet browsing (44%), and social networking (42%) are the top 3 activities performed during simultaneous screen usage.
  • 78% of simultaneous usage is multi-tasking, while 22% of simultaneous usage is complementary.
  • 77% of TV viewers use another device at the same time in a typical day.
  • TV is a major catalyst for search.
  • All information was sourced directly from the Google study.

What should a marketer do?

Optimize content for multiple devices. Consumers are increasingly accessing multiple screens in their day-to-day lives. It’s no longer enough to optimize your content for PCs/laptops. Mobile optimization on tablets and smartphones needs to be a priority. Furthermore, considering the popularity of sequential and simultaneous screen usage, it’s important for marketers to make their presence across multiple devices as cohesive and user-friendly as possible.

Context is critical.  Users will choose a particular device based on contextual triggers such as location, timing, goals, and attitude. Therefore it’s critical to understand how your audience accesses your content so you can cater your marketing strategy to accommodate those specific use cases and behaviors.

Getting more and more complicated as it relates to engaging your customers to purchase your product, engage with you socially, have a two-way dialogue with your customer segments and find new prospects that will respond to your brand.  To get great at this, think like your customers – walk through the device messaging sequentially and out of sequence.  What do you see?  Do you see a brand that is coordinated or fragmented?  Did you have an experience that engaged you with the brand/product?  If so, you are doing great.  If not, you need to figure this out.

Webman

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