Google identifies multi-screen trends

New research conducted by Google crunches the numbers to highlight a trend in how people are using a combination of phones, tablets, computer and TV to consume digital content.

The research was conducted Q2 2012 using qualitative and quantitative phases, involving 1611 participants in the US, 9974 entries, 15738 media interactions and 7955 hours of activity. The primary aim was to better understand cross-platform consumer behaviour.

The findings have implications for future content design and how companies, such as Google, will invest their resources across all four screens.

Here’s some of the key research findings:

  • 90% of all media interactions are screen based i.e. smart phone, laptop/PC, tablet or TV;
  • 10% of media interactions are non-screen based i.e. radio, newspaper and magazine;
  • 4.4 hours per day on average leisure time spend in front of screens;
  • Average session time spent per screen varied, smartphone: 17 min, tablet: 30 min, laptop/PC: 39 min, TV: 43 min;
  • 2 modes of multi-screening: sequential usage and simultaneous usage;
  • Smartphones are the most common starting place for online activities.

Follow the link to read Google’s full research report titled – The New Multi-screen World: Understanding Cross-platform Consumer Behavior

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