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How Consumers Use Multiple Screens to Get What They Need

September 12, 2012

In our “always on the go” lifestyles, consumers have evolved their digital consumption behaviors to reflect our current multi-screen worlds.

As a result, it’s imperative that you understand consumers’ behaviors across the multiple platforms. In Google’s new report, The New Multi-screen World: Understanding Cross-Platform Consumer Behavior, they provide the statistic that 90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV.

What does the multi-screen approach mean exactly? Say for example that you need to book a dinner reservation for a big meeting. You start searching on your smartphone for the best hot spots in town to get a better idea of where to host the meeting. Later on in the morning, you continue the search on your laptop now that you are in the office. And finally, once you have the perfect restaurant in mind, you book the reservation on your PC later on that night. The multi-screen approach proved to be more convenient in your search for the ideal restaurant.

The importance of structuring your online presence for mobile, tablets and multiple screens becomes more of a necessity every day. It’s crucial that you understand how consumers want to interact with your brand and adapt to those needs.

Google’s full research report explains further useful statistics and findings on the topic.

How is your business accommodating this behavior?

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