Google has just released a new report called the “The New Multi-screen World” that details how consumers use different products to access information. This is another valid reason why marketers need to think about integrated marketing more and push advertising less.
The key findings from the Google research are:
1. We are a nation of multi-screeners. Most of consumers’ media time today is spent in front of a screen – computer, smartphone, tablet and TV
2 There are two main modes of multi-screening: Sequential screening where we move between devices. Simultaneous screening where we use multiple devices at the same time
3.The device we choose to use is often driven by our context: where we are, what we want to accomplish and the amount of time needed
4. ￼￼￼TV no longer commands our full attention as it has become one of the most common devices that is used simultaneously with other screens .
5. Portable screens allow us to move easily from one device to another to achieve a task. Search is the most common bridge between devices in this sequential usage
6. The majority of the times that we use devices simultaneously, our attention is split between distinct activities on each device.
7. Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens.
8. Multiple screens make us feel more efficient because we can act spontaneously and get a sense of accomplishment – this results in a feeling of “found time”
What does this mean for marketers ?
-Marketers need to think about where consumers are going to consume information about their products and ensure that the information is optimized for the device it’s going to be consumed on.
-There is no excuse for not having a product website optimized for mobile devices. Zero !
-If you don’t think about the integrated way consumers get information than you are basically saying “I don’t care” and loosing a valuable brand touchpoint.
Think about the triggers that are going to cause your target market to go online and search for information about your product. Why are they searching and more importantly where are they searching ?