We are a nation that carries tasks from screen to screen, using desktop PCs, laptops, TV, smartphones and tablets. According to new research from Google, 90% of people move between devices to accomplish a goal. Google’s research set out to understand this inter-device reltionship.
There are 2 primary ways we “Multi Screen”
- “Sequential screening” …. where we move from one device to another to complete a goal. This might happen when we move from our mobile device to our smartphone
- “Simultaneous screening”…. where we use multiple devices at once. This might be multi-tasking (TV + tablet) or complementary (Planning travel on laptop and smartphone app.)
Reactive Intent – Spur of the Moment Activities Present Opportunities for Nimble Marketers.
Since the devices fill in all the gaps in our day, we will often use the one which is handiest for our given situation. The research shows that 80% of all searches on smartphones are spur-of-the-moment, with nearly half of them being “goal oriented.” This presents some powerful moments for marketers to meet the consumers’ needs. It will be the challenge for marketers to recognize these moments and develop campaigns to leverage them.
You can read the entire report here [PDF.]