One Screen Is No Longer Mainstream

With multi-screen behavior consumer solves particular task using different devices, often making impulsive purchases.

Today we’d like to discuss one more interesting trend in user-website interaction and it’s called the transition. Consumers use multiple devices at the same time or during the day. It is so common in the developed countries, that’s why even Google talks about "Multi-Screen World". They’ve produced small infographics that visualizes this phenomenon.

Brave new World

The study "The new Multi-Screen World: Understanding Consumer Behavior" considers not only consumption of media content through various devices but also peculiarities its usage and also the impact of this trend on the way companies interact with their customers.

90% of consumers are willing to solve their tasks optimally. For example, looking at product advertising on TV, they will find the site of the manufacturer or the retailer using their smartphone and will switch to tablet for more detailed study of the product.

Multi-Screen Behavior

Among all consumers there can be outlined two types of behaviors: consistent content consumption (switch from device to device to complete single task) and simultaneous use of at least two devices (the phenomenon of "second screen").

Nine out of ten consumers use their devices sequentially, starting to google with a smartphone. For example, they start reading e-mail newsletters using their phones and switch to laptops or PCs to learn more about discounts, coupons or other promotions.

Users rarely have a strict sequence of use generally they start googling with a device that first comes to hand. 98% of them during the day move back and forth from device to device until they reach desired result.

When speaking about simultaneous use following combinations prevail: TV + smartphone, tablet + laptop, in most cases smartphones are used to find more info about the products they meet on TV or simply to play Angry Birds.

Internet entrepreneurs and marketers should understand the importance of each model of user behavior. With sequential use of devices consumers start interacting with the company and its products using one device and continue where they stopped using another one. That’s why it’s really important to make the switch as smooth as it’s possible.

When creating ad campaign on crossing platforms (like on TV, YouTube and the Google Network) marketers can reach maximum amount of consumers on infinite variety of screens.

The Cross-Platform Search

The devices are used sequentially users tend to solve their problems with one device and continue from the other in case you’re using Google Chrome you’ll see which links you’ve already opened. For companies it is highly important not only to keep the information received form users searching from different devices, but also use other tactics. One of these is the use of similar keywords; the site is guaranteed to find a single query on different devices.

Mobile User Spontaneous Actions

Availability of numerous devices for a single owner means that they can’t postpone solving their problems "for later." They are often solved impromptu using the gadget, which is handy. Reserving a table at a restaurant or buying gift at the last minute: 80% of smartphone searches are spontaneous, 44% of it is made with a very specific purpose.

The combination of prevalence of different devices to their spontaneous use means that you can increase impulse purchases, that’s why companies need to be concerned about the advertising and other presence on different screens, and optimize their websites based on the technical characteristics of the various devices.

Rumor

They say in 2013, search advertising will be influenced by the behavior of multi-screen users, that’s why marketers need to pay extra attention to users but not to promotional tools and ads.

USA experts of the paid search discussed several areas where search advertising will grow in 2013. They were interested in general trends, which, however, will have a direct impact on advertising campaigns in search results.

So What's Next?

Mobile devices are a significant influence on the behavior of consumers when searching, shopping and interacting with brands. To increase the efficiency of paid search campaigns, advertisers should invest MORE into mobile infrastructure, engineering experience and interaction design.

Lots of companies have already developed mobile websites and landing pages that are relevant to new consumer demands for immediacy and urgency. There is a big difference between website designed specifically for mobile devices, and a website for desktop PCs that’s optimized for a “mobiles”.

2. Companies need to invest more in training marketers of traditional marketing concepts. In most companies, specialists are extremely aware of how to apply keyword lists and how to analyze statistical reports than in determining motivation and behavior of consumers.

Advanced training of marketing specialists and their shift from keyword-based approach, to person-centered one will pay off in 2013, and will bring considerable revenue in the future.