The latest Google research suggests that companies with well thought-over multiscreen development strategies have a better chance of capturing the audience and delivering better tailored user experiences which altogether leads to the increased sales and higher ROI. In particular, Google says that 90% of all media interactions today are screen-based, with the average time users spend in front of their screens exceeding 4 hours a day. Our online time is spread among the 4 primary devices, and namely: TV (on average 43 minutes a day), PC (39 minutes), tablet (30 minutes), and smartphone (17 minutes). While we still use PCs for finding information (40% of respondents) and staying up to date (29%), we use smartphones and tablets for communication (54%) and entertainment (33%).

The most popular simultaneous device combination is smartphone + TV (81%) and the most popular simultaneous multitasking combination is PC + smartphone (92%). In general, 77% of television viewers use another device at the same time which proves once again that TV no longer commands our full attention. On the other hand, Google research finds that TV is still the major catalyst for online search! In particular, 22% of all smartphone searches are driven by TV: 17% of users do smartphone search after seeing a TV commercial and 7% – after seeing a TV program. Regarding PC search, TV drives only 10% of such searches.

It’s also interesting to note that 81% of our smartphone shopping actions occur spontaneously versus 51% of PC purchases that are spur of the moment. Consumers take a multi-device path to purchase: 67% of users start shopping on one device and switch to another. Smartphone is also the primary on-the-go device for shopping and 41% of all purchases via smartphone are made out of home.

Here’re our suggestions for businesses that want to provide great interaction experiences to their target audience:

1. Develop a multiscreen marketing strategy

You need to understand how people consume media and tailor marketing to each channel. Your website and adjacent channels should reflect your customer needs on a specific screen and conversion goals should be adjusted so that all of the inherent device differences are taken into account.

2. Develop a strategy to accommodate sequential usage

You must enable your users to save their progress between different devices. In order to keep them engaged regardless of what device they use to interact with you, make sure you provide such options as saved shopping carts, sign-ins or email confirmations and product change notifications, etc.

3. Launch multi-device search campaigns

And don’t forget to use keyword parity across devices to make sure consumers can find your brand when doing their digital search.

4. Mind simultaneous device usage

Never limit your conversion goals and calls to action (CTA) to only the device where they were initially displayed.

5. Align your digital and TV marketing strategies

Remember – most of the time when TV is watched, another screen is being used. Use this opportune time to convey your message and inspire action / interaction with your brand.

6. Go mobile if you aren’t yet there

Smartphones are the backbone of our digital life, so going mobile is a business imperative you must follow to stay competitive. Always integrate your e-commerce solutions with your iOS, Android and web development.

Need more multiscreen trends? Please view the slides below.

Source: Google Think Insights, 2013