If you have read my previous posts on how we are gradually switching our attention to multiple screens, the latest research study coming out of Microsoft confirms that we are indeed on our way there. According to Microsoft Advertising and Flamingo Research, multi-screen pathways reveal new opportunities for marketers to reach and engage consumers. The 41 page research study goes into great detail on how consumers attentions are switching to the “always-on” screen by combining devices in new ways to multi-task. By doing this we can amplify experience, share, connect, browse, engage, and be more efficient. “Understanding the motivations behind these behaviors can help marketers gain digital advantage through authentic interaction with customers under a new set of ‘always-on’ rules.”
Below are some of the key takeaways from the study. There are four pathways of multi-screening behavior, which include Content Grazing, Investigative Spider-Webbing, Social Spider Webbing, and Quantum that are explained below:
1. Content Grazing is the most common of the pathways and is described as when consumers use two or more screens simultaneously to access separate or unrelated content.
2. Investigative Spider-Webbing is the simultaneous journey where consumers view related content on two or more devices at the same time. For example; watching “The Walking Dead” and engaging with the “Story Sync” feature of the show on your tablet.
3. Social Spider-Webbing is the same as Investigative Spider-Webbing, but focused on sharing and connecting. For example; taking a picture with your phone, but sharing it on your tablet because all your photo editing apps are on your tablet.
4. Quantum consumers start an activity on one screen and continue it on another. Efficiency is the main factor for these consumers, such as working, shopping, or completing tasks.
One other key takeaway from the study explains how multi-screening consumers are more open to the idea of the right kind of advertising. 74% of the people they questioned agreed that “Advertising can be helpful in telling me about new products or brands that might interest me,” while 87% of consumers agree that “It’s great that I can check out products or brands that interest me whenever or wherever I see them.”
I really suggest if you have some spare time to read through the entire study, which can be downloaded HERE. This study definitely sheds more light that the future of advertising is constantly evolving and taking new shapes by studying peoples content behavior, habits, and overall reception of products.