Interesting Study on consumers and the new Multi Screen World

[Harold Mansfield]

Google commissioned this study with IPSOS and they found pretty much what a lot of us have been saying for the past few weeks. That mobile is pretty much the new norm of the web. We've come a long way since dial up and streets littered with AOL CD's.


A recent study of just over 1600 U.S. adults by Google and IPSOS (http://www.ipsos.com/), a private market research and consulting company, found that 90% of consumers now move sequentially between 4 screens every single day. Starting with smart phones, moving on to PC’s, finishing tasks on tablets, and then on to TV where they are now more apt to search (either using their smart phone or tablet) on what they are seeing.

Additional:


“77 percent of TV viewers use another device at the same time in a typical day.”
“66% of all purchase decisions start on a smart phone”.

That last one was pretty huge.

There's a lot of interesting information in it. You can read the full report from Google here:
Navigating the new multi-screen world: Insights show how consumers use different devices together - Google Mobile Ads Blog (http://googlemobileads.blogspot.com/2012/08/navigating-new-multi-screen-world.html)

And download the PDF here with the nice graphics, here:
http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

[vangogh]

I see new studies like this almost every day now. If it's not obvious that many people are using devices other than a computer screen then you aren't paying attention. This affects so many things. How your site is designed and built, how and where you advertise, your marketing strategy, how you interact with customers and potential customers.

Harold you might be interested in Luke Wroblewski's site (http://www.lukew.com/ff/entry.asp?1624). He talks a lot about mobile and every Monday posts Data Monday, which are statistics he's found, usually relating to mobile usage patterns. The link takes you to today's Data Monday post.

[synconlinemedia]

Dead on without a doubt. I am one of those guys who watched football on TV and follows other games on my cell or tablet. I advise all my clients to have a mobile presence. If they don't have a mobile site I will set one up for their blog at the very least. Its now essential for good internet marketing!

[Harold Mansfield]

Dead on without a doubt. I am one of those guys who watched football on TV and follows other games on my cell or tablet.

Simultaneously watching at least 2 games while following my Fantasy Football points on some device, and getting ESPN scoring alerts for your home team (if you aren't watching them live) on your phone, is the norm now.

God Bless ESPN, The NFL Network, Direct TV, Fox Sports, Motorola, Cox Cable and Sprint.

[vangogh]

Funny you both mention watching sports. Yesterday I was bouncing back and forth between football games on the tv while watching baseball on my iPad. And of course I was on my laptop at the same time and occasionally checking something on my phone.