We are living in an increasingly connected and mobile world. It is critical that we understand how our customers and potential customers are using multiple devices so that we can ensure they are receiving the right content where and when it is most relevant.
Microsoft Advertising surveyed global consumers and identified four types of multi-screen behaviour:
- Content grazing – the most common multi-screen behaviour, with 68% of those surveyed reporting that they view two screens of unrelated content simultaneously (e.g. reading emails while watching television)
- Investigative spider-webbing - 57% reported that they view related content on two screens simultaneously
- Quantum journeys – 46% of consumers report beginning their content journeys on one device and continuing on another
- Social spider-webbing – 39% of people reported they share and connect with two or more devices – for example watching a TV show and using a second device to tweet, comment or update their status
In the UK Fast Web Media has looked at the TV adverts of 50 brands to explore how many are encouraging multi-screening. Econsultancy.com summarises the key findings:
- 48% of the brands included URLs in their adverts
- 20% mentioned Twitter or hashtags
- 16% mentioned Facebook ‘likes’
- 6% sought follow up on YouTube
Google undertook research exploring the ways in which UK consumers were multi-screening the London Olympics. They found that 33% of people in the UK were following the Olympics on more than one screen. Those that were using more than one device were averaging many more minutes per day of viewing than single screen viewers – they were watching while they were out of the home and on the move.
The research also found that the Olympics was a stimulus for many consumers to try something new on their smart devices, including live streaming and joining social networks to ‘talk’ about events. Almost one in three people who attended Olympic events were looking at online content while they were there. They conclude that stadiums and venues are becoming as ‘porous’ as retail outlets with people sourcing relevant information to enhance their experience.
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