Courtesy of Google

We are a nation of multi-screeners. That’s according to a report conducted by Google, in conjunction with Ipsos and Sterling Brands. We consume digital content between a combination of smartphones, tablets, computers and TVs.

The context–where we are, what we want to accomplish in a given amount of time–determines which screen we choose. And, although the smartphone is the backbone of daily media consumption, there are two primary modes of usage:

To summarize a common sentiment, here’s what one respondent said:

My phone… I consider it my personal device, my go-to device. It’s close to me, if I need that quick, precise feedback. When I need to be more in depth, that’s when I start using my tablet… And then moving to the laptop, well, for me that’s business. That’s work. I feel like I’ve got to be crunching numbers or doing something.”

This is key to thinking about user behaviors, and how you should understand all the ways your customers consume media. This will allow you to tailor marketing and acquisition strategies to specific channels, tweaking content to the context of each device.

Having said that, one of the challenges businesses have in a multiscreen world is the ability to follow the individual user through the multiscreen experience, and optimize those per-screen experiences for maximum customer lifetime value.

For instance, if a customer first finds your product while browsing her smartphone, but then she goes to her tablet or laptop to complete the transaction:

• How have you designed that experience to be seamless for that specific user?
• Does she have to sign in or enter her billing information multiple times–for each device?
• What mechanics did you put in place so that the friction to pay is as low as possible?
• Are you A/B testing the experiences?
• What data are you using to dictate the UX?
• How are you collecting that data?

Okay, let’s dive deeper into the results. Regardless of sequential or simultaneous screening, people turn to the device that is most convenient.

Oftentimes, people use these “micro-moments” of “found time” to search, shop, communicate or entertain themselves. And, because people usually have their smartphones with them, the majority of interactions begin at the smartphone level.

However, for more complicated online tasks, such as planning a trip or managing finances, people tend to start at the PC/laptop.

But, when it comes to shopping, customers prefer browsing on a tablet, and completing the experience on a PC. There is zero conversion to the smartphone.

Bottom line: The path from first visit to first monetization event (purchase) is likely not going to be through one, single platform.

Based on these findings, here are some considerations you should apply to your mobile strategy in this multiscreen world:

1. Your customers are going to interact with your brand through multiple devices and multiple screens.
2. Customers use different screens for different purposes. Tailor your website or app to those specific needs.
3. Understand how sequential and/or simultaneous usage affects the user experience. Saved shopping carts and calls to action should be seamless and consistent.
4. Smartphones are the “backbone of our daily media use”–used most throughout the day and “serve as the most common starting point for activities across multiple screens. Going mobile has become a business imperative.”

View the complete presentation below:

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About the author: Catherine Mylinh is a member of Kontagent’s storytelling team, where she is head of PR, brand and content marketing. She is also the Editor-in-Chief of kScope. In her former life, Catherine was a news anchor for CBS and NBC. She credits her journalism and computer science roots—she was once a programmer!—for her love of learning and writing about all things high tech. You can contact Catherine at @cat_mylinh.