Today 90% of
our media consumption occurs in front of a screen. This cross-platform behavior
is quickly becoming the norm, and understanding it has become an imperative for
businesses. Here are some insights from our latest research:
90% of
consumers begin a task on one device and then complete it on another device.
Smartphones are by far the most common starting point for this sequential
activity.
TV no longer
commands our full attention. In a typical day 77% of viewers use another device
while they are watching TV. Because of this, a business's TV strategy should be
closely aligned and integrated with the marketing strategies for digital
devices.
While
consumers are using more than one device simultaneously, content viewed on one
device can trigger specific behavior on the other. Businesses should therefore
not limit their conversion goals and calls to action to only the device where
they were initially displayed.
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