The Multi-device Consumer

In Google’s 2012 report: “The New Multiscreen World,” Google found that 90% of multi-device consumers switch between screens over the course of the day, averaging three different combinations a day (Google, 2012). The study also showed that as the consumer moves from one device to the next, their usage changes based on context as well as the goal to be accomplished, their location and amount of time available. Brian Solis (2012), summarizes the different context and usage patterns found in the study:

Computers: To be Productive and Informed

PC and laptop usage is task-oriented, taking significant amounts of time and focus. The consumer’s mindset tends to be serious and intense with a research-oriented.

Usage: 40% use PCs to find information, 29% to stay up to date
Context: 69% of computer use is at home, 31% out of home

Smart Phones: To Stay Connected

Consumers tend to use smartphones in short bursts of time, typically when they need to obtain information fast and efficiently

Usage: 54% usage is for communication, 33% is for entertainment
Context: 60% of this usage is at home, 40% out of home

Tablets: To be Entertained

Tablets are most often used for browsing and entertainment. Most consumers tend to lose their sense of time, as tablets instill a relaxed, leisurely approach.

Usage: 63% is for entertainment purposes, 32% is for communication
Context: 79% use tablets at home and 21% out of home

Based on the findings of the study, Google concludes that context – as much as content – is a critical component to consider when marketing to the multi-screen consumer.

References
Google. (2012). The new multi-screen world: Understanding cross-platform consumer behavior. Retrieved July 5, 2013 from http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

Solis, B. (2012, December 18). We are now a society of multi-taskers and multi-screeners. Retrieved July 5, 2013 from http://www.briansolis.com/2012/12/we-are-now-a-society-of-multi-taskers-and-multi-screeners/