©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Consumers are often switching between multiple screens during the day with smartphones leading as a starting point for online activities, according to a new study from Google. Google’s “The New Multi-screen World: Understanding Cross-platform Consuming Behavior” study takes a deep-dive look at how consumers interact with multiple screens each day, which presents strong implications for how marketers should be integrating television, desktop, smartphone and tablet campaigns. Additionally, the study looked at how consumers treat content differently on each medium.
“The research showed that smartphones are the backbone of consumer’s multi-screen behavior as they’re the device we interact with most and use most often in combination with another screen,” said Dai Pham, marketing manager of mobile ads at Google, Mountain View, CA.