The New Multi-screen World:
Understanding Cross-platform Consumer Behavior
August 2012
Executive summary
4
TV
no longer commandsour full attention as ithas become one of themost common devices that is used
simultaneously
with other screens
3
There are two mainmodes of multi-screening:
Sequential screening
where we move between devices.
Simultaneous screening
where we use multipledevices at the same time
1
We are a nation of
multi-screeners.
Mostof consumers’ media timetoday is spent in frontof a screen – computer,smartphone, tablet and TV
2
The device we choose to use isoften
driven by our context
:where we are, what we want toaccomplish and the amount of time needed
2
Executive summary
6
The majority of the timesthat we use devicessimultaneously, our
attention is split
betweendistinct activities oneach device
5
Portable screens allow usto move easily from onedevice to another to achievea task.
Search
is the most commonbridge between devicesin this
sequential usage
7
Smartphones
are thebackbone of our daily mediainteractions. They have thehighest number of userinteractions per day and serveas the most common startingpoint for activities acrossmultiple screens
8
Multiple screens make us feel
more ecient because we can
act spontaneously and get a sense of accomplishment – this results in a feelingof
“found time”
3
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