90% of today’s media interactions are technology based, from smartphones and tablets to laptops and television. We move between screens simultaneously and seamlessly. We expect the same relevant information on every screen, as we balance our time between smartphones and televisions. This multi-screen behaviour is quickly becoming the norm, and understanding it has become an imperative for businesses.
Designing is undoubtedly challenging for this multi-screen world, as some screens are more suitable for online purchase, and other better for information gathering.
Agencies need to understand that the traditional way of using insights to inform thinking and concepts is being challenged. Today’s target audience is unknown and we have to speculate behaviours in every device. Each person changes his behaviour on each new device, as IoT is making every devices Internet-enabled. People can now access the Internet via smartwatches, their refrigerators, their cars, glasses and cameras. There is no longer a consistency in interface or experience. Yes, we use responsive design, and the screen adapts to each device, but how would you identify a hyperlink on a iWatch? How do you consider viewers distance from screen with a smart TV, never mind integrating the ads from brand owners. You cannot adopt a screen-agnostic approach. One screen device has to be prioritised over another…
Because some screens outperform others when it comes to conversion. Google’s multi screen research study shows how two modes of interaction trigger specific behaviors such as online shopping, product experience, progress in payment processing, and which devices people are using at the various stages of these interactions.
I personally save my progress between devices, like saved shopping carts, when my signed-on experience on a different device is different, I am no longer engaged or keen to continue my transaction. Brand owners therefore need to integrate more, give me more opportune time to consider my transaction, behaviour and understand my response to an action is almost always on a different device, and sometimes even days later.
When Black Africa was tasked with creating an online retail portal for Soul Traveller, although we sought a multi agnostic screen approach, we also considered purchasing behaviours of potential customers at different times. Context on each platform was key to customer conversion, and content was tailored to be specific to each platform experience. Each platform user experienced content differently based on their different expectations per platform. We understood that consumers consume and ingest content in very different ways, so Facebook, Twitter, Instagram and YouTube provided users with specific messages unique to each platform. Context is key to multi-platform thinking.