The Four-Screen Hierarchy Is A Reality
Rosen recommended Google's research study, released two weeks ago, research around device behaviour – 90% interactions are screen-based, with just 10% print. The study also confirmed how we use a number of devices to achieve a goal, with 67% of those studied behaving this way for online shopping.
We've just reached the stage where a hierarchy of screens has become a reality, Rosen said. A minimum of a four-screen strategy is needed: touch screen, tablet, point and click and keypad. Smartphones are always connected and are the backbone of information; tablets tend to be the entertainment and home screen, with 80% usage in the home, a 'feet up browsing', couch commerce; the point and click screen is the 'most evolved user experience', the productive and informed screen used for work and research; and TV is the home hub, having the longest session of all screens. TV is the device that uses dual-screening most, Rosen added. The challenge for brands is finding the screen hierarchy for their users.