How many times have you started reading an email on your phone while commuting, and then continued it on your laptop when you got home? Or perhaps you saw a commercial on TV for a new car, and then used your tablet to search for the specs and see it in action? The New Multi-screen World: Understanding Cross-Platform Consumer Behavior, a new report by Google, reveals that 90 percent of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV.
• Television doesn’t command the world of multi-screen viewing. The majority (77 percent) of viewers watch live images or VoD on another device — 49 percent on a laptop/desktop and 39 percent on a smartphone.
• Multi-screen viewing is classed into two categories: sequential screening, which is when we move from one device to another to complete a single goal; and simultaneous screening, which is when we use multiple devices at the same time.
Brands need to get engagement right
It’s not surprising that many brands reach out to engage with college and university students. But it’s frightening how some companies can get it so wrong. As we enter into the multiscreen era, more and more companies are crafting approaches to get mileage out of marketing to mobile, tablets and laptops. But brands need to ask themselves: which platforms really work. Barnes & Noble College Marketing (BNCM), a division of Barnes & Noble College Booksellers, has some answers in its 2012 College Marketing Report. The report, which delves into students’ media habits, social and digital behavior, and marketing preference, found that college students still consider TV ads the most effective form of advertising. Moreover, they prefer to receive emails over texts from marketers; their engagement with brands on Facebook tops all other social networks; and most are very open to direct brand engagement.
• Since this demographic lives on their mobile phone, you would expect that communications should be text based. Surprisingly, 61 percent said a text message campaign is a NOT good way for a brand to connect with them. In other words, this method of marketing wasn’t good for engagement and it didn’t make them want to buy the product.
• On the other hand, 58 percent of students said that they viewed the majority of their emails on their laptop/desktops and engaged more with this marketing that on mobile devices.
• SOURCE: www.bncollegemarketing.com
Find your gateway
This is the summer of the multiscreen. The Olympic Games in London drove home the point that users tweet and watch the TV at the same time. This new multiscreen communications behavior is even becoming the norm for viewers, according to AdWeek. It draws from data to tell us that:
• Multiscreening is about how we like to combine our devices. 81 percent of viewers said that they prefer to use their TV and their smartphone, while 66 percent said they go with smartphone-computer or TV-computer pairings.
• Even though TVs may be little more than background noise, they can still spur spontaneous action. When users conducted a search on their computers, 10 percent said it was prompted by seeing something on TV. That number rose to 22 percent for searches conducted on smartphones.
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