Consumers are increasingly using multiple devices and media platforms to accomplish a single task, behavior that’s got platform and device providers such as Google very interested. Some 90% of all media interactions are screen-based, according to Google’s recent research, and 90% of people use multiple screens in sequence to accomplish a task.

Google also found that 38% of media consumers’ daily media interactions take place on smartphones. Among survey respondents’ results, popular cross-device activities include browsing the Internet (81%), online shopping (67%), managing finances (46%) and planning a trip (43%).

Google’s survey results also showed that 77% of TV viewers do so while also using another device. That includes 49% using smartphones and 34% using a PC or laptop.


Online shopping is proving to be a popular cross-device activity, with 67% saying they’ve used multiple devices sequentially to shop online. More particularly, the handiness and accessibility of smartphones encourages spur-of-the-moment online shopping, Google found: 81% of respondents said they’d made purchases spontaneously via smartphone.

The results– presented in an infographic — should be of interest to any mobile and media market business, especially those looking to follow in the footsteps of Google and Apple in building a business ecosystem based on a telecom/computing platform and cross-device capabilities.

Image courtesy of flickr user joeyanne.

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