Multiple Personalities : Marketing Among Multi-Device Consumers


Many households these days are equipped with a multitude of devices to access the internet. It is rare that a person who owns a computer is not also equipped with an alternate mobile device.  According a new study by Facebook, 40% of multi-device owners switch between devices to complete tasks and activities.  Currently 60% of people use two devices a day, and 40% use three devices. This will continue to rise as the market expands, and produces more mobile options, like wearable devices. It is projected that in 2018 there will be nearly 1.4 mobile devices per person on the planet.  As smart phones and tablets become more integrated into our everyday lives, users are creating a pattern of device-using behavior. Here is a breakdown of the new roles being assumed by each device, and how you can capitalize on these trends.


PC: The Work Horse

The personal computer is still the trusted device for daily productivity. 80% of adults use their computer at home for work, finances, and checking email. An advantage that a PC carries, is that device switching typically involves increasing screen size. A viewer may see a product on their smartphone, but want to see more product information, or make a purchase on a bigger screen.  The takeaway here, is to utilize content to the best of your ability.  If you have a separate mobile site, your desktop version can be a detailed resource for the products and services your business offers.  Also take advantage of the real estate a desktop checkout offers, this an ideal place for upsells and offers to encourage the buyer to continue to add to their cart.

Tablet: The Entertainer

Tablet sales are expected to increase by 20% this year, with an estimated $200 million in sales before the end of 2014. Though they are considered a mobile device, they are used mostly at home, and shared with others. The main use of tablets is entertainment, i.e.,  streaming tv, playing games, or reading. Given that reading and sharing content is the main use of tablets, having dynamic content on your site is key to reaching these viewers.  By making your homepage, or blog visually appealing with interesting copy, the tablet can be the best way for a viewer to connect with your brand. There are still mobile design limitations on tablets, like using flash animation, or non responsive design, so test your content to make sure it is optimized.

SmartPhone: The Communicator

76% of adults use their smartphone for browsing the web when outside of their home. So for many viewers, your mobile site will create the first impression of your business.  Though the conversion rate is lower on mobile devices, that number is steadily improving as smartphone’s functionality improves. Having a functioning mobile website is essential for any business. Another way to take advantage of the mobile audience is social networking. 65% of time spent on social networks is via smartphones.  If you are advertising on social networks, make sure to opt in for mobile ads, as this is where they will most likely be seen.

At EmoryDay we can optimize your marketing campaign across all devices, to help capture your audience. We deliver results, and can work with any budget to create or improve your digital marketing strategy. Contact us today for a free consultation.

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