When we think of communicating with consumers through digital devices we know that mobile devices have become far more important in recent years with many businesses seeing more than 50% of consumers website sessions on mobile devices. This growth has led to the 'mobile-first' philosophy, yet we should remember that consumer usage is more complex than this. Many consumers and households are multi-platform, using a combination of smartphone, desktop and tablet devices.
This ownership is shown by this 2016 data which shows and average of nearly 4 devices per person. So typically that will be desktop, phone, tablet plus other devices such as connected TVs or consoles. Another survey by Pew Internet showed that 36% of Americans own a desktop, tablet and smartphone.
So a clear implication of the research is that marketing techniques should fit with multiscreening behaviour and this also includes non-connected screens like non-connected TVs.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.
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