the multi-screen integrated experience
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As a society, we often use more than one device for multiple tasks at a time. In fact, 98% of us switch devices throughout the day. What does this mean for the customer experience? As marketers, we have to change things up.TRANSCRIPT
THE MULTI-SCREEN INTEGRATED �CUSTOMER EXPERIENCE �
@LAURENKGRAY
#DIDYOUKNOW �
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80% of smartphone owners and 81% of tablet owners use their devices in front of the T V
#DIDYOUKNOW �@LAURENKGRAY
23% of Americans get news on a combination of at least two digital devices: �- desktop/laptop + smartphone �- computer + tablet + smartphone�
- or all three
#DIDYOUKNOW �
@LAURENKGRAY
America:�91% of adults have a �56% have a �34% have a �
cel lphone smartphone tablet
#DIDYOUKNOW �@LAURENKGRAY
98% of consumers move between
devices within the same day.
#DIDYOUKNOW �
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44% of cell users have slept
with their cell by their side so they don’t miss anything�
LINGO: �
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Sequential Usage:�Moving from one device to another at different times to accomplish a task��Simultaneous Usage:�using more than one device at the same time on an activity�
NUMBERS: �
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the number of average leisure hours we spend 4.4 in front of screens
90% of us use multiple screens sequentially to accomplish a task
2+ the number of hours we spend looking at our phones
90% of all media interactions are �screen-based today. – Google �
SMARTPHONES: �
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via Google �
SMARTPHONES: �
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via Google �
PC: �
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via Google �
TABLET:�
@LAURENKGRAY
via Google �
ACTIVITIES: �
@LAURENKGRAY
via Google �
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“We cannot deduce a customer’s context by the device used.” –
Nikesh Arora�Mobile = on the go�Tablet = at home�Desktop = at work�
WHAT DOES IT MEAN? �
@LAURENKGRAY
Every campaign and website should be optimized for mobile, tablets and
desktops no matter what. ��You have to get ready for users to switch between screens.
WHAT DOES IT MEAN? �
@LAURENKGRAY
Another screen is used while we watch TV. Businesses strategy with
TV should be closely aligned + integrated with marketing for another
digital device.��
Ex.) Twitter ads for TV shows with hashtag support
WHAT DOES IT MEAN? �
WHAT DOES IT MEAN? �
@LAURENKGRAY
Going mobile is not an option; �it is an imperative. ��
Smartphones are the backbone and are the starting point for activities across multiple screens.
RESOURCES �
@LAURENKGRAY
• Google’s PDF on the new multi-screen world�
• Multi-screen costumer experience on Visual.ly�
• Rise of the Connected Viewer via Pew Research�
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LAUREN K. GRAY laurenkgray.com