Google Multi-screen Study: Sequential & Simultaneous Device Usage

A study from Google (USA) shows audiences using four screens (smartphones, tablets, desktop computers and connected TVs) to consume digital content, with context deciding which screen fits best.

The device chosen by multi-screen consumers depends on the context – the amount of time available, the goal, the consumer’s location and their attitude (state of mind):

  • Desktop computers are most commonly chosen for productivity or more detailed information tasks
  • Smartphones to stay connected or for short bursts of activity
  • Tablets and Smart TVs for entertainment

[tweetherder]The most important device is the smartphone due to its tendency to initiate tasks that snowball on to other screens[/tweetherder], or as Google calls it, ‘sequential device usage’.

In addition, [tweetherder]smartphones are the most common sidekick device accessed for ‘simultaneous usage’ with other screens[/tweetherder].

smartphones

The study found that while users are watching TV the most of any screen – on average for 43 minutes per session – 77% of that time is shared with the use of another device.

media

The study, conducted in conjunction with market analysts Ipsos and Sterling Brands, polled 1611 people across 15,738 media interactions and nearly 8000 hours of activity during quarter two of 2012.

via Google study: Content is King, the screen is Queen and context is God | Marketing magazine.

Bing & Yahoo best for ‘successful searches’

Bing and Yahoo have the highest proportion of ‘successful searches’ (searches that resulted in a click-through):

Yahoo – 86%

Bing – 84%

Google received 76%, however it’s increasingly trying to give searchers the answers without clicking away from the search engine (see previous post about the introduction of the Knowledge Graph).

via More than 75% of searches result in click-throughs | Econsultancy.

Google Knowledge Graph – more info from Matt Cutts

So, Matt Cutts (some people call him an “SEO rockstar”, I call him “that guy that basically IS Google”) turned up for a suprise talk at SES San Fran. He talked about a few things that are worth noting:

Google Knowledge Graph

The Knowledge Graph is about connecting people, places and things and giving facts and data about the search you are doing. State of Search says:

Google figures out, based on your personalized data, what exactly you mean when you are looking for the Taj Mahal. But next to that they also show a box with results which could be about the other meanings of Taj Mahal.

Google studies the users and looks at relationships, not just in sites but all entities together. They are taking the social graph and the link graph and are combining the data from there together. In short: they are tracking our every move to figure out what kind of results we would like to have returned. Are you looking for (Indian) food or restaurants a lot? Your “Taj Mahal” search will show you more information on the Indian restaurants close to you, while if Google has figured out you love travel or culture you will see more about the monument.

From SES SF:

There are 3 billion connections with ‘real world things’. What he’s saying is that it is quite sophisticated already, but also very difficult. There are a lot of ‘Jason Smiths’ around. Knowledge Graph might be able to help and figure out what exactly fits your search best.

Later on in the talk Cutts talked a bit more about Knowledge Graph and how its set up. He says that Google Have built Knowledge Graph on Freebase – it’s Open Source, so you can look at it yourself (I’m assuming this is the URL – www.freebase.com)

Apart from Google Knowledge Graph, Matt Cutts also talked about:

Your emails in search results

I posted this the other day. Cutts says:

It might be scary for some people so we want people to opt-in.

Google & Tweets

Google doesn’t have access to the “Twitter firehose” any more. Cutts says:

It’s a lot more difficult for Google to see how many times specific pages are shared on Twitter.

…and went on to say:

If we could crawl Twitter in the full way we can, their infastructure wouldn’t be able to handle it.

via Google Launches Knowledge Graph: Direct (not SEO-able) Answers – State of Search & Matt Cutts at SES SF

Google to add your emails into your search results

Google are usually adding new elements into search, trying to make it smarter (just in case two more men in a garage come along to steal their crown!).

Their latest experiment is that it’s allowing some users to sign up to see emails from their Gmail accounts within search results on the Web.

That’s an interesting one. My first response was to ridicule….but they don’t usually do things without thinking. Is it a good idea?

via Google Works to Make Search Smarter – Technology Review.