Understanding Cross Platform User Behaviour In A Multiscreen World, A New Google Study

There is a growing trend where people are using multiple screens at the same time or moving from one device to another. This new Google study tries to explain how people are using a combination of phones, tablets, computers and TVs.

Here some of the insights from the study:

• There are two main modes of multi-screening:
  1. Sequential screening: where people move between devices.
  2. Simultaneous screening: where people use multiple devices at the same time.

• 43% of people are trip planning when sequentially moving between devices. Browsing the internet is highest at 81%.

• Smartphones are the most common place for starting online activities.

• PC’s are the most common starting point for complex activities. 38% people start planning a trip on a PC, 31% continue on to smartphone and 7% continue to a Tablet.

• Tablets are most often a starting point for travel (15%) and shopping (11%). 14% people continue on a PC, whereas, only 1% continue on a smartphone for trip planning.

There are a lot more insights in the report and lessons you can apply.

You can also look at the study as a infographic Cross Platform User Behaviour. One thing is clear people are using multiple devices and moving from device to another. How much of this behaviour is happening because the user experience on mobile has not caught on to the desktop is still unclear.

As one of the lesson says, keep this user behaviour in mind and develop experiences that can easily carry over to multiple devices.