Multi

Looking at multi-device use, Google is out with a great new study, “The New Multi-screen World: Understanding Cross-Platform Consumer Behavior.” Check out the full report here, blog here, some notes below. It’s interesting to see how consumers move through screens to accomplish tasks.

· Google found 2 primary ways users multi-screen:

o Sequential: Moving from one device to another to accomplish a single goal.

o Simultaneous: Multiple devices at the same time.

· Sequential activity accounted for 90% of multi-screen use.

· 80% of searches on smartphones are spontaneous, not planned, and nearly 50% those are goal-oriented (like making a purchase).

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