The New Multi-Screen World: Understanding Cross-platorm Consumer Behavior

This excellent infographic sums up some of the most recent insights from a Sterling Brands/Ipsos research commissioned by Google.

Here’s some highlights:

90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV.

Two primary ways we multi-screen
In understanding what it means to multi-screen, they discovered two main modes of usage:

• Sequential screening where we move from one device to another to complete a single goal
• Simultaneous screening where we use multiple devices at the same time

They found that nine out of ten people use multiple screens sequentially and that smartphones are by far the most common starting point for sequential activity. So completing a task like booking a flight online or managing personal finances doesn’t just happen in one sitting on one device. In fact, 98% of sequential screeners move between devices in the same day to complete a task.

With simultaneous usage, they also found that TV no longer commands our undivided attention, with 77% of viewers watching TV with another device in hand. In many cases people search on their devices, inspired by what they see on TV.