A Profile Of The Cross-Device User

Whether the campaigns are automated or bought direct, marketers are increasingly focused on cross-device advertising because that’s what consumer behavior is calling for. But what does the cross-device user look like?

According to a new infographic from Drawbridge, an ad platform with a focus on cross-device marketing, the typical multi-device user has 2.5 devices.

Of those users, 60% choose Android or iOS for both their phone and tablet. That figure is a bit surprising -- I would have assumed more consumers would go with uniformity across their devices.

Apple users are more loyal to Apple than Android users are to Android when it comes to a second device. Drawbridge found that of iPhone owners who own a tablet, 78% own an iPad. On the flip side, Android phone owners only go with an Android tablet 44% of the time.

Broken down by gender, Drawbridge says that 68% of multi-device females go with the iPhone/iPad combo, while just 23% of males go the all-Apple route. In fact, males are almost twice as likely (43%) to go the all-Android route.

The full infographic can be found here.

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3 comments about "A Profile Of The Cross-Device User".
  1. Howie Goldfarb from Blue Star Strategic Marketing , June 6, 2014 at 11:27 a.m.
    so? lol
  2. Tyler Loechner from MediaPost , June 6, 2014 at 11:40 a.m.
    Howie: thanks for the comment. I found it interesting that only 60% of users go with the same system for phone/tablet. That shows that they aren't looking for the same experience on all their screens -- perhaps that translates to ads, too? Something to think about. (yes, 60% is still the majority, but it's not an overwhelming majority).
  3. Myles Younger from Canned Banners , June 6, 2014 at 12:11 p.m.
    Tyler: that definitely translates to ads. At a minimum, one needs to take into consideration whether a user is likely to be using a mouse or their finger to interact with an ad. Ditto available screen real estate; standard IAB desktop ad sizes can look like postage stamps on smartphones and tablets. So if you're targeting a consumer across devices, it's ideal to deploy ad formats suitable to a range of devices. At a technical level, that's not rocket science to a competent developer/designer. The challenge is to provide cross-device creative at scale for all advertisers without requiring massive creative budgets and long lead times. Currently, I would bet that aside from deep-pocketed and forward-thinking brands, advertisers aren't yet confronting the question you brought up (that's not to say the problem isn't being worked on, though).