“In understanding what it means to multi-screen, we discovered two main modes of usage: sequential screening where we move from one device to another to complete a single goal, simultaneous screening where we use multiple devices at the same time.”

“We found that nine out of ten people use multiple screens sequentially and that smartphones are by far the most common starting point for sequential activity. So completing a task like booking a flight online or managing personal finances doesn’t just happen in one sitting on one device. In fact, 98% of sequential screeners move between devices in the same day to complete a task. With simultaneous usage, we found that TV no longer commands our undivided attention, with 77% of viewers watching TV with another device in hand. In many cases people search on their devices, inspired by what they see on TV.“

Link: Navigating the new multi-screen world: Insights show how consumers use different devices together (googlemobileads.blogspot.com, via)