Google Uncovers Secrets of the Multi-Screen World
Ipsos and Google have new research out looking at how consumers navigate the multi-screen world. While the whole report is worth a read, the report essentially underscores that, in today’s world, it’s all e-commerce. Money quote:
“We 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, we 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. “
Given these facts, remember that mobile is less about the device and much more about the consumer’s situation. But in any case, it’s increasingly clear that mobile is a core component of your consumers’ internet use. The real question is whether your business is mobile enough and what you’re doing to close the gap.
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