The multi device revolution is here and online marketers must ensure they understand consumer behaviour if they are to achieve sales and profits.
The desktop computer, once the universal gatekeeper of the world wide web, is now frequently bypassed by users connecting via laptops, smartphones, tablets, and even games consoles.
With smartphone penetration and tablet ownership continuing to soar, consumers are increasingly likely to be interacting with brands across multiple platforms – and website marketers need to adjust their strategy accordingly.
Research carried out by the Internet Advertising Bureau found that while consumers are using multiple devices to get online, the types of online activity they are engaging in varies between platforms.
Each device has its own niche function and role..
“The PC is seen as a secure, reliable device for doing work and admin, while a smartphone is obviously great for news and information on the go,” says Alex Kozloff, senior mobile manager at the Internet Advertising Bureau. “The tablet has carved its own niche and is associated with creativity, relaxation and entertainment.”
The research suggests that consumer device preference varies by time of day as well as by task.
Smartphone use peaks in the morning between seven and nine, with desktop computers being the most favoured device in the early afternoon. Unsurprisingly for a device predominantly used for entertainment, tablets are used most in the evening – with half of all activity occurring after 7pm.
Marketers must take these patterns of behaviour into consideration when developing their communications strategy.
“It’s important to have a strategy for each device that optimises the way people are using it,” says Kozloff. She recommends brands think very specifically about mobile search, for example – because one of the main behaviours associated with smartphone use is searching for information while on the go.
Display advertising on a tablet offers another example of how patterns of use must be taken into account.
If you know the majority of consumers use their tablet only after 7pm it doesn’t make sense to use a tablet specific ad to point them in the direction of your nine to five call centre.
However online businesses need to target consumers across all devices.
Catering for all experiences for the widest range of devices will improve a brand’s ability to communicate with its all of it’s target audiences- ignoring one or more devices means potentially missing out on sales and profits.
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