Understanding cross-platform consumer behaviour
There’s no denying that in today’s digital world, brands are faced with a new set of challenges. Companies who once connected with customers across a single channel are now having to reach users across multiple platforms and screens. This calls for sharp insights on how cross-platform consumers shop, think and react.
Google’s 2012 report The New Multi-Screen World: Understanding Cross-Platform Consumer Behaviour found that 90% of users oscillate between devices to achieve a goal. Here are three takeaways to help you decode this brand of behaviour for good.
Sequential versus simultaneous
Do you find yourself checking email via your smartphone, but reaching for your iPad to look at a video link sent by a friend? You’re engaging in sequential screening, where multiple screens work together to reach a single goal. Perhaps you’re catching up on work on your laptop, while watching your favourite program on TV. For many consumers, this example of simultaneous screening is a daily activity.
Understanding the difference between sequential and simultaneous screening is essential for tailoring a cross-platform strategy that works. Just make sure you put yourself in your customer’s shoes and you’ll get one step closer to growth.
Make the most of sudden moments
Today’s customer is “always-on”, hyper-connected and resorts to devices to satisfy various questions and demands. It’s important to remember that this behaviour is often motivated by impulse and aims to quickly meet a certain goal. Smart businesses should make the most of this opportunity by optimising their brand presence across multiple screens. Brands that invest in connecting with customers across multiple channels are often best placed to reap revenue gains.
Consumers use search to connect the dots
Cross-platform customers often use search engines to progress between various screens and devices. This means that businesses should simplify keywords and allow users to save their customer journey between multiple screens – a small tweak to functionality that can have a big impact on your bottom line.
Ultimately, understanding cross-platform consumer behaviour is essential for reducing customer frustration and making the most of opportunities to engage and connect. How are you investing in a cross-platform strategy?