It's a Multi-Screen World, but Who is the Multi-Screen User?
Understanding how people really interact with their devices will help you provide a tailored and more streamlined experience for your customers.
At the NEDMA annual conference a few weeks ago, Google agency strategists Mike Hawkins, Anthony Phalen and Connor Green presented some interesting material pushing past why multi-screen usage is an important turning point for marketers and shedding light on how people use their devices. This was especially interesting because it presents new possibilities for advertisers and marketers who want their content and brand to move across devices with their consumers.
For example, we understand that many people use tablets or smartphones in addition to watching television. By understanding that behavior, it would make sense to create television ads that respond to multiscreen behavior and encourage interactivity with a related app, website or social media.
So, how do we choose devices?
Google found that people choose devices based on context. The amount of time they have to spend, the consumer’s purpose for using that device, location and state of mind determine your choice of device.
Laptops and PCs are primarily used for productivity and to keep us informed. This accounts for 24% of our daily media interactions. They are usually focused and prepared to spend a good amount of time researching.
Smartphones "keep us connected" on the go. Consumers use their phones for immediate information over short periods of time. Much of this is when they are out and about but a surprising 60% of smartphone use occurs within the home.
Tablets are more of a downtime device. Consumers use tablets to stay entertained when they have an "unbounded sense of time." Only 9% of our daily screen interactions are on tablets. Tablets are also an overwhelmingly home-centric device – accounting for 79% use.
Second Screen Success
Second screen interaction through apps is a great way to capitalize on simultaneous use. If done well, these apps work with the users' natural behaviors and simplify the multi-tasking process.
Shazam is an example of a second-screen app. It is a song identification app that allows people to tag, purchase and share music and media that is playing around them. Shazam has done a great job of adapting to various consumer needs, time constraints and choice of device.
Who is Your Multi-Screen User?
If people choose devices based on context, then it is important to consider what context your campaign fits into. Will your app be appropriate on a mobile device for someone who doesn’t have much time? Is your mobile site approachable to the customer chilling with a tablet who has time to be entertained? What could you be doing to move across devices with the multi –screen user?
Thinking in terms of Context – how much time your customer has, where your customer is and what their state of mind is will help you map out the best way to reach those individuals.
Multi-screen means campaigns are no longer limited to a single platform. We can now work alongside the consumer's experience, choosing platforms that offer the most natural fit.