Google (in conjunction with Ipsos and Sterling Brand) produced a powerful, insightful report into how we interact with content through the multiple screens/connected devices that are beginning to permeate our lives. I reference this study frequently in webinars (like this one about the Olympics), with some of the world’s biggest brands I get to work with, and various articles I’ve written since the publication of the report. So I decided to clip the content from Google’s think-tank website: www.thinkwithgoogle.com.
Today 90% of our media consumption occurs in front of a screen. As consumers balance their time between smartphones, tablets, PCs and Televisions, they are learning to use these devices together to achieve their goals.
Today 90% of our media consumption occurs in front of a screen. This cross-platform behavior is quickly becoming the norm, and understanding it has become an imperative for businesses. Here are some insights from our latest research:
- 90% of consumers begin a task on one device and then complete it on another device. Smartphones are by far the most common starting point for this sequential activity.
- TV no longer commands our full attention. In a typical day 77% of viewers use another device while they are watching TV. Because of this, a business’s TV strategy should be closely aligned and integrated with the marketing strategies for digital devices.
- While consumers are using more than one device simultaneously, content viewed on one device can trigger specific behavior on the other. Businesses should therefore not limit their conversion goals and calls to action to only the device where they were initially displayed.
Discover many more valuable multi-screen insights.
Download the interactive study as a PDF.
Access the infographic.
Originally posted 2012-11-14 14:13:04.