A multi-screen consumer is an adult (16+) who owns and uses a TV and accesses the Internet via a computer and smartphone on a weekly basis. The average multi-screen consumer spends 46 hours a week engaged in activities on media and entertainment devices – 12.5 hours more than the average European.
1. Rapid adoption of digital devices is driving convergence as consumers use several screens to perform the same activities. However, convergence has not led to cannibalisation amongst media devices. Instead, consumers find that each screen has unique benefits. Together they enhance the user experience 2. The purchase funnel has changed. Multi-screen media consumption influences consumers’ purchase path and each screen plays a critical role.
- 83% of multi-screen consumers have researched products online in the last 3 months.
- When asked where they first learnt about the last product they researched and went on to purchase, 38% cited an online source and over a third went on to purchase the product online.
- Over just the past 3 months, 78% of multi-screen consumers have ordered and paid for products online.
- 52% tending to stick to brands they like, and they are less swayed over price vs. brand.
- They are willing to try new things (55% agree), are product advocates (54% agree) and can be swayed by advertising (27% more likely to agree that ads help them decide what to buy vs. all Europeans)
3. Campaign effectiveness increases incrementally with each additional digital media channel. In fact, amongst multi-screen consumers, the PC is considered more ‘fun’ than the TV.
