Google: The New Multi-screen World

Posted by IAB Australia On August 01, 2012 Research & Resources

1. We are a nation of multi-screeners. Most of consumers’ media time today is spent in front of a screen – computer, smartphone, tablet and TV

2. The device we choose to use is often driven by our context: where we are, what we want to accomplish and the amount of time needed

3. There are two main modes of multi-screening: Sequential screening where we move between devices. Simultaneous screening where we use multiple devices at the same time

4. TV no longer commands our full attention as it has become one of the most common devices that is used simultaneously with other screens

5. Portable screens allow us to move easily from one device to another to achieve a task. Search is the most common bridge between devices in this sequential usage

6. The majority of the times that we use devices simultaneously, our attention is split between distinct activities on each device

7. Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens

8. Multiple screens make us feel more efficient because we can act spontaneously and get a sense of accomplishment – this results in a feeling of “found time”

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.