Understanding Cross-Platform Consumer Behavior

Have you ever seen an ad on TV and used your iPhone to look up how much it cost?  What about reading your email on your phone and getting to it later on your computer when you get home?  This is what Google uncovers in “The New Multi-Screen World: Understanding Cross-Platform Consumer Behavior.”  One of the most important things to understand about today’s multi-screen behavior is that “90% of people move between devices to accomplish a goal,” according to Google.  Because of this speed of accomplishing a goal with today’s technology, we will see businesses increasingly using more connection points in the future (starting primarily with smartphones). This behavior makes it all the more important for businesses to make their stores available online as well as on mobile devices and to make that transition seamless.


There are two important considerations to note regarding this new norm in cross-platform behavior:

1. Keyword parity is critical in order to be found in search engines while consumers are transitioning devices for the completion of a single task.

2. Make sure your business is present and optimized on multiple screens for spontaneous activity and impulse purchases.


Today’s infographic feature comes from Google Mobile Ads Blog.