“You know that we are living in a material world” could be already revised to “You know that we are living in a multi-screen world”. Is it a truth? Yes, it is!
Each day, wherever we go there are at least three devices in our life, which ones we check every hour, even every minute – the smartphone, the PC/ laptop and the TV. And here comes a text from another song “That’s just the way it is. Things will never be the same.The times, when we had only TV and radio are gone. The times, when we had only TV, radio and phone as well.
Now there are so many mobile devices in our life, which are very important for us, that we could not imagine a single day without them – the phone, the PC/ laptop, the tablet. And this is the reason why every communication strategy should be developed in line with this tendency.
There is very interesting research made my Google and IPSOS this year. This research is among 1600 U.S. adults, named “The New Multi-screen World: Understanding Cross-Platform Consumer Behavior”.
There are two modes of multi-screening, described in the study – the sequential usage and the simultaneous usage. Here are their graphics:
Some of the findings of the research show that:
- 90% of people move between devices to accomplish a goal
- 77% of people watch TV with another device in hand
- 66% of all purchase decisions start on a smart phone
- 80% of smartphone usage is spontaneous and only 20% are planned
- 52% of PC/ laptop usage is spontaneous and 48% are planned etc.
And here is the summary:
Graphics Source: Google/Ipsos/Sterling, 2012