Screen Shifting Increases, But Behavior Varies With Content and Device Type

Multiple Device Usage On the Rise, But Behavior Varies With Content and Device Type

Faster Network Access Combined With Multiple Device Ownership Fueling Cross-Screen Behavior, Mobile Only Usage Accelerates

BALTIMORE, MD — Faster network access across the globe along with access to multiple devices is accelerating screen shifting behavior. A new study reports that more than 70 percent of people now access the Internet using both mobile and desktop computers, up from 63 percent a year ago, due to consumers’ increased comfort moving across a number of devices to stay connected and consume content, according to a report by Millennial Media and comScore.

Millennial Media’s study, Cross-Screen Consumer Behavior Decoded, explores how demographics, content, and time of day influence cross-screen consumer behavior. The study analyzed cross-screen behaviors and content consumption among four key demographic groups: 18- to 24-year-olds, men aged 25-49, women aged 25-49, and people over the age of 50. Among the study’s findings include:

  • Mobile-only users ages 18-24 grew six percentage points in the last year, while their time spent on smartphones grew 20 percent.
  • The number of mobile users aged 50+ grew 17 percent, while the number of 50+ desktop-only users decreased by the same amount.
  • Mobile-only users have grown at nine times this rate, while desktop-only users have decreased 45 percent during the same period. Internet use continues to expand – up four percent since April 2013 to 201 million users.

“The challenge for marketers is to understand how to communicate effectively with today’s cross-platform customers and uncover the right opportunities to reach them,” said Mollie Spilman, EVP, Global Sales and Operations at Millennial Media. “Our cross-screen report is designed to educate the industry on user behavior and how to best reach audiences as they move across screens throughout the day. To be successful marketers, we must create consistent experiences, independent of the media we use in our daily lives.”

Buyers See Smartphones, Tablets, and PCs as a Single Continuum of Connected Devices Separated Primarily By Screen SizeThe study also reveals that cross-screen behavior varies dramatically by the type of content consumed:

  • More than 60 percent of online time spent with weather content occurs on a smartphone. Other top smartphone content usage includes Streaming Radio (79%), Games (79%, and Social Media (61%).
  • Eighty percent of time spent with B2B content is still accessed on a desktop. Other top desktop content types include Business/Finance (62%) and Sports (56%).

Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.

Highlights from Why Location Is the New Currency of Marketing include:

  • The Connected Consumer
  • Leveraging the Moment
  • Multiscreen Campaign Planning
  • Amplifying Reach With DOOH Media

Download your free copy here


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