Marketing to Target Multi-Screen Consumers
While each of these has a significant role in our consumption today, the important objective for marketers is to harness the power of how the devices are used together—in combination. Ninety percent of all of our media consumption, or 4.4 hours per day, is happening across all four (which doesn't leave much room for paper-based books and publications or for radio). This not only has implications for how content is designed, but also for how companies like Google will continue to hedge their bets across all four screens.
This infographic by Google depicts the multi-screen media consumption pattern:
With simultaneous usage, around 77% of viewers watch TV with another device in hand. In many cases, people search on their devices, inspired by what they see on TV. This means cross-media campaigns can help you make the most of consumers' simultaneous usage across screens.
As marketers, we need to understand both the multi-screening patterns to be able to plan our brand communication strategy. In a study conducted by Microsoft Advertising with Flamingo Research and Ipsos, consumers are combining devices in new ways to multi-task, amplify experiences, connect with others and get things done. The new research shows four common multi-screen pathways and consumer needs that drive each:
This is one of the most common tendencies, with 68 percent of consumers having multiple responsibilities and using two or more screens simultaneously to access unrelated content. For example, I usually watch a show on TV while checking emails on my PC and sharing tweets with my mobile phone.