Understanding the Importance of Multiscreens

In a recent blog post we discussed the findings of Google’s recent study which explained how the modern consumer interacts with media.

We were so excited about the release of this study because it proved a lot of things that we’d been saying for awhile– the need to keep a consistent brand experience across channels, that content needs to be tailored for each platform it will be appearing on, and that content needs to be found easily on any device.

Or put simply, you need to become educated in how to use multiscreens. Check out last week’s blog for the Eight Reasons You Should Care About Cross-Channeling. This week we are going to take a more in-depth look at one of Google’s findings, No. 8.

Let’s dive in, shall we?

Number 8: “Smartphones are the backbone of our daily media use.”how we use smartphones

The number one thing we want our customers to do is to shop. So to apply this to your company, you need to realize that while most shopping experiences don’t end on smartphones, most of them do begin there. In fact, Google says that 65% of consumers start on a smartphone, then 61% moved to a laptop. (pg 43)

This statistic proves Google’s theory that smartphones are the backbone of society’s interaction with media, and (more importantly) how they shop. The reason smartphones are so valuable to the modern consumer is because they are extremely portable which makes them easy to browse while on the bus, in class, or while watching TV.

And speaking of TVs…

TV is the screen that consumers are most likely to have the longest interaction with (pg 9), an average of 43 minutes (but is that really your average?). However, TV is also the device that is most likely to be used with something else. 77% of consumers use another device when watching TV, and of that percentage 43% are using their smartphone. Hopefully you didn’t get lost in those numbers.

Again this reiterates No. 8, that smartphones drive our interaction with media. Which means that your company needs to produce TV commercials that provide a call to action with a device that is likely to be close, like a smartphone. Read our last blog for more on this.

While watching TV, it seems I am almost always looking up actor names to find out what other movies they were in. But actors aren’t the only things people are looking up.

This past NBA championship, I found myself browsing through plane tickets to Florida on my smartphone to watch the Heat. After my rational side came out, I went to try and find a LeBron jersey on eBay. All of this was sparked because of what I was watching on TV.

This is only my personal example, but it can also be applied to a new song that is downloaded from Glee. A TV commercial can inspire someone joining your Facebook page to get coupons or deals, a trip to YouTube to see more trailers for an upcoming movie, or a quick search for hours and locations.

If we can agree that smartphones are the backbone of our interaction with media, I think it would be safe to assume that smartphones are the backbone of our interaction with social media as well.

Take the latest presidential debate for example. With Romney’s poorly worded “binders full of women” comment, so many memes were created that found their way around Facebook, Twitter, Tumblr, and Pinterest. This site hosts many of my favorite memes. (Check out number 5, I literally “laughed out loud”).

Twitter reported that there were over 7.2 million tweets during the second presidential debate. The peak came at 109,560 tweets per minute. And that’s only during.

All of these examples prove how powerful the smartphone is, and how powerful TV is in the social media world, which was accessed by most viewers on their smartphones. And while most of those Tweets may not have been full of the most intellectual conversation, it is nice to see how many people are caring.

And while the smartphone is the most powerful device right now, other devices like the iPad and tablet are also incredible tools.

CEO of Apple Tim Cook said, “Almost all of the Fortune 500 are testing or deploying iPad, and they’re investing in custom apps.” This shows that all of the big companies, those who are pretty dang good at their jobs, know that the future is in customizing content for their audience. Which means allowing the content they find on their smartphone can be easily accessed through other platfroms.

This means two things for your web design team, and one thing for you marketing team.

What this means for your marketing team– they need to create a call to action that fits the TV screen, but will be carried out right away on a smartphone, where the web designers will ensure their path to purchase is streamlined and able to be picked up on a laptop.

For the web designers:

  1. A consumer needs to be able to pick up progress right where it was left off. This comes through having saved shopping carts, sign ins, or a way to email progress (No.3) and
  2. Your content needs to be tailored towards a smartphone, but also to a laptop, tablet, etc. So again, we are faced with two options: you can either create new content to publish for every platform it will appear on, or you can create content that works smarter for you.

Following the recession, many jobs were doubled up. It is illogical to assume that you have the manpower to create new content for every device, which is why you need to find ways to make your content work smarter.

Mainstream Data’s digital asset management tools are a solution that can help you make your content go further. We’ve got a customizable solution for you to publish your media to multiple channels (all from the same page) and allow different departments, locations, and even franchises to store and access the messages you want shared about your company. It a customizable solution that works for you and will help you in this digital, multi-channel, and multi-screened world.

Find out how Mainstream Data has the solution for your company by getting in touch with us.