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The New Multi-screen World: Understanding Cross-platform Consumer Behavior

The New Multi-screen World: Understanding Cross-platform Consumer Behavior

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Published by Derek E. Baird
Multi-screen study conducted by Google on the amount of time consumers’ media time today is spent in front of a screen – computer, smartphone, tablet and TV.
Multi-screen study conducted by Google on the amount of time consumers’ media time today is spent in front of a screen – computer, smartphone, tablet and TV.

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Categories:Types, Research
Published by: Derek E. Baird on Feb 13, 2013
Copyright:Attribution Non-commercial

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01/28/2014

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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 ecient because we can
act spontaneously and get a sense of accomplishment – this results in a feelingof 
“found time”
3

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