Shift to multi-screening demands consistent marketing, branding across devices

Multiple device ownership is changing consumers' media consumption habits, and marketers need to keep up with this behavior.

Recent research by Google reveals that 90% of consumers now use a multitude of devices to search for and consume information and media.

Two main types of multi-screening behavior were observed by Google in its study of over one thousand consumers in the cities of Austin, Boston and Los Angeles.

- Sequential Screening: Moving between multiple devices to complete a single goal.

"Completing a task like booking a flight online, or managing personal finances, doesn't just happen in one sitting on one device. In fact, 98% of sequential screeners move between devices in the same day to complete a task."

- Simultaneous Screening: Using several devices at the same time.

"With simultaneous usage, we found that TV no longer commands our undivided attention, with 77% of viewers watching TV with another device in hand. In many cases people search on their devices, inspired by what they see on TV."

Of paramount importance is that marketers maintain brand and message consistency across all devices. And, with many online activities now beginning with smartphone use, a mobile optimized presence is a must.

Search was also seen as a "critical connector" as consumers move between devices, used as a way of continuing a task on another device. This means marketers should also focus on keyword parity across all screens.

Tags: mobile device, multichannel marketing, multiple screen, search marketing, smartphone, tablet commerce