5 reasons why multi-screening matters for marketing managers

Do you remember the days when you’d come home from work and the TV would be the only screen your eyes made contact with until the next morning? Today 90% of all media interactions are screen based. Nowadays, there are two main ways in which we move between our different devices: simultaneously and sequentially. Each of these modes of interaction can trigger different buying behaviours.  As a marketing manager you have to understand how simultaneous and sequential device movement trigger specific behaviours and which specific devices we use at various stages of the buying process.

In a new multi-screen world, marketers must understand cross-platform behaviour and the triggers that force us as consumers to shift between different devices. There are five key points to consider:

1.)   As consumers we are obsessed with multi-screening. Today we spend most of our time flicking between PC, smartphone, tablet and TV.

2.)   Choice of device is driven contextually. We use our desktop PC in the office, TV at home and smartphones and tablets while we’re out on the move.

3.)   There are two main types of multi-screening: sequential and simultaneous. Sequential screening sees us move between devices. Simultaneous screening involves using multiple screens at the same time.

4.)   TV used to command our full attention. TV is now the number one device that has to compete simultaneously with other screens.

5.)   Mobile devices enable us to move easily from one screen to another. Search (text and increasingly voice) acts as a bridge in terms of sequential usage patterns.

When using devices simultaneously, we’re often focused on specific tasks for each device. Our attention will be split between distinct activities that we undertake on separate devices. In this way, smartphones form the spine of our everyday screen based interactions. We engage with our smartphones more than any other device. Not just in terms of frequency but also depth of interaction. Often the smartphone acts a starting point for activity that will eventually span across multiple devices. Using multiple screens makes us feel more productive and efficient, as each device is used for its optimal intended purpose.


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