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