Effective cross-device advertising is on the minds of digital marketers everywhere as the use of mobile devices surges. Conversant recently commissioned two studies by Bovitz Research and found that cross-device is listed as the number one topic agency and media pros and senior marketing leaders want to learn about. These results are not particularly surprising. The ability to deliver relevant and compelling brand messages across a user’s various devices is a necessity in 2015; being able to weave those messages into coherent stories that leverage each device’s strengths can set brands apart from the rest of the field.
Average Device Usage
Americans now use an average of over three devices to connect to the web with nearly 60% of adults reporting having a smartphone. In addition, 42% of adults use tablets which have actually shown the fastest consumer adoption rate ever of any class of devices since their introduction. Evidence suggests that people will continue use more and more devices in the future with a CISCO/IBSG study predicting over 6.5 devices per person by 2020.
More Internet Time Being Spent on Mobile, In-App
Underscoring the increase in connected devices is the dramatic shift in the amount of time consumers are spending online using their mobile devices as opposed to their desktops. In October 2014, comScore reported that 60% of total internet time is now spent on devices other than PCs further signaling a need to rethink PC-only digital marketing. Interestingly, more than 80% of mobile device time is spent in apps as opposed to in browsers which must also be taken into account when determining how to best engage mobile consumers. Consumer behaviors vary in-app and blind spots in in-app measurement and reporting must be accounted for and addressed.
With more mobile devices being utilized and more connected time being spent on them, it follows that consumers are migrating between devices more often throughout the day. But, there is mounting evidence that consumers barely notice these transitions. To the consumer, the device they are using is merely a means to an end. With that in mind, marketers must contemplate not only how to best engage these audiences on their mobile devices, but also how to unite brand experiences across all of a consumer’s various devices.
As consumers acquire more devices, spend more of their connected time on those devices, and pay less attention to which device they are on, the need for seamless cross-device capabilities will only become more essential. In Part 2, we will explore the mobile shopping phenomenon, cross-device marketing receptivity, and how to jump start your cross-device efforts.