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).