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].


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.


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.

People use tablets in the evening

Research from Periscopix shows that between 7.30pm and 9pm more people click on tablet ads than on mobile ads, while for the rest of the day mobile clicks track slightly above tablets.

Click-throughs from tablets account for around 11% of all clicks at 7pm rising to 14% at 9.30pm, compared to 10% and 12% respectively from mobile.

The vast majority of clicks (80%) still come from desktops but this starts to decline at around 4.30pm as people begin to leave work.

via 10 interesting digital marketing stats we’ve seen this week | Econsultancy.