Recent research from Google offers new insight beyond the consumer's shift to mobile, revealing how consumers view content across a number of devices - tablets, smartphones, PC's and of course TV.
After polling 1,611 people in the US, over 8,000 hours of activity and 15,738 media interactions, the study reveals that the story here is one of integration when it comes to users accessing your web content. 90% of all of media consumption, equivalent to 4.4 hours per day, is happening across tablets, smartphones, PC's and of course TV. The remaining 10% is split across paper, press and radio.
This not only has implications for how content, services and web applications are designed, but how you plan journeys across them.
Not surprisingly:
Persona research: I'd suggest this research requires some early investigation too, to get a snapshot from your user base, how are your consumers interrogating your content in a journey sense - what matters to them, how and when. This Google insight offers some opportunity to steal a march on your competition in the next 12 months.
User journeys: Whilst your total brand experience doesn’t necessarily need to be designed for a smartphone experience, at least the early part feels like it now has to be, integrating that with how that content might be used on other devices — for example, starting shopping research on a phone whilst commuting and being able to finish at home on a PC.
Content and page formatting: Ensure that the basics are in place - is it easy to view your critical content (that gets the most interest and interaction) on a range of devices? Consider content format alternatives that are easy to digest (video, animation, graphics) as well as links to view content in other formats.
You'd have to think that Google itself will act on this by bringing more to your Google account, the means to tie your behaviour across Chrome in multiple devices, as well as its social network Google+. Getting that right enables users to have a joined up experience by searching on one device and then continuing that journey on different one
Given that Google will have advertising following users along the way, it also implies Google continuing to make sure that it has a role to play across all of the screens. Whether it does so as a software-only player, or also through an increasing role in the hardware itself.
Are you seeing new patterns in how your consumer navigates you content through multiple devices?
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
Turbocharge your results with this toolkit containing 7 resources
The Digital Experience Management toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Audit your digital media effectiveness to build stronger campaigns and an efficient marketing funnel Reviewing your use of digital media is a crucial starting point for creating or optimizing your digital marketing strategy. But how do you tune in and …..
Are you practicing always-on marketing, and if not, why not? In the pre-digital era, marketing activities were planned in campaign ‘bursts’ around new product launches and promotions. My belief is that to be effective, digital marketing needs a change in …..
Use our updated digital marketing tools infographic to audit the types of marketing technology you use As marketers today, we’re fortunate to have a huge number of free and low-cost digital marketing tools to give us insight into our customers, …..
