Google published the results of research done in collaboration with Ipsos and Sterling Brands; The New Multi-screen World. The research provides insights regarding cross-channel and multi-screen media consumption.

Although the results are not really surprisingly, they are worth taking a look at when planning content marketing programs across channels. Most media consumption today happens on TV, PC/laptop, tablet and Smartphone. Combined they account for 4 hrs./day which is 90% of all our media consumption. Print is hardly a player anymore.

TV, mobile, social and sequantial search rule the multi-screen world

Most multi-screen sessions start on smartphones and continue on bigger screens. TV still takes the main part of our attention in this multi-screen world. However, it doesn’t absorb our full attention as it became one of the main devices that is used simultaneously with other screens. This is not a surprise as lots of tv-shows these days ask real time participation via social media or mobile devices, all important drivers of the multi-screen world. Sequential search is another common bridge between multiple devices and screens.

Lessons to learn from the Multi-screen World research:

  • Marketing strategies should no longer be viewed as ‘digital’ or ‘traditional’ as business should understand all different ways of consumption and tailor strategies to each channel
  • Marketing & websites should reflect the needs of a consumer on a specific screen with different conversion goals.
  • As consumers rely on search, business should give consumers an easy way to find them across all devices.
  • Conversion goals and CTA’s should not only be limited to where are initially displayed. Think tracking consumer behavior across devices.
  • Make sure experiences are optimized for each device.
  • Don’t forget to link tv campaigns with online campaigns
  • Smartphones are the devices most used throughout the day, going mobile has become a business imperative.