Study: Device Interaction Requires Marketers To Rethink Ad Serving

Do you reach for your smartphone with your eyes barely open, while still in bed? Behavior plays a major role when it comes to when, where, and from what type of device consumers access the Internet. About 47% of U.S. consumers access the Internet at least weekly from a smartphone, according to a Forrester Research study titled "Build Seamless Experiences Now." Some 68% use the phone while in a car, 64% in the living room, 63% in a restaurant, 61% in a bedroom, 51% in the kitchen, 50% in the bathroom, 45% on public transit, and 31% in a home office.

Changing behavior results in new engagement patterns tracked by the study. When using tablets, 29% of U.S. online adults access the Internet at least weekly. Some 67% access the Internet from the living room, 60% in a bedroom, 42% in the kitchen, 42% while traveling, 28% in a home office, and 26% in a restaurant.

When another Forrester study, the 2013 North American Technographics Survey, asked 61,167 U.S. consumers to describe their technology and online media behaviors, about 90% who own multiple connected devices said they switch between them to complete tasks. Many use an average of three different device combinations each day.

This study suggests treating each platform as a unified system, measuring interactions more closely. Identifywhere and when multiple points are used simultaneously, where and when do transitions take place, and in what combinations. Look also to understand where customers want these capabilities, whether online in shopping while in stores or social networks. It will help to map out the ecosystem.



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