Google’s research arm published a fascinating study recently on the emergence of “multiscreening.” If you are not familiar with the term, you are definitely familiar with the act of multiscreening – using your two connected devices sequentially or at the same time.
I’m guilty of multiscreening – quite often in fact. I use my iPhone when watching TV or use my desktop to send something to my iPhone or check email on my iPhone while working on my laptop at the coffee shop, or… well, you get the idea.
Google’s study collected both qualitative and quantitative data over a 24 hour period from 1,611 participants. The results were shocking, but inevitable at the same time. The most surprising tidbit reported illustrated how far print media has fallen –
90% of all media interactions are screen based (smartphone, laptop/PC, tablet & television.) Only 10% of all media interactions are non-screen based (radio, newspaper & magazine.)
Another thing I find interesting is that of the screen based media options available to us, television is the only one thats not “connected.” All the other media options available to us are opt-in and increasingly influenced by your social connections. Television is ripe for disruption.
Aside from all the interesting stats and charts, the key take away is that context drive choice of device. Understanding this is critical when shaping your content and massaging for these different consumer devices. The device we use is based on –
- The amount of time we have or need
- The goal we want to accomplish
- Our location
- Our attitude and state of mind
Flip through the slides below and let us know how you differentiate your businesses’ message through the different media options available to your customers.
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