New research commissioned by Facebook and conducted by market research firm GfK has revealed the increasing popularity of mobile devices in the UK, which should spark the interest of marketers looking to target tech savvy multi-device users.
The study, which questioned 2,018 Brits, found that almost two thirds of people use two plus devices a day, with 21% making use of three or more.
As well as this, the research discovered that more than half (54%) of those who operate two or more devices daily switch halfway through tasks – i.e. moving from checking the internet on their iPhone to using their Ipad. This trend is even more common with those flaunting three or more devices, with 73% often switching.
“Most often, people start on a smartphone, then move to the bigger screen for reasons including the ease of typing on a larger device. Comfort and convenience are the main reasons people switch devices mid-activity, but the urgency of the task, the length of time involved, security and privacy concerns, and the level of detail required are other important considerations,” a blog post from Facebook reveals.
“And while switching devices can happen at work, in cafes and everywhere in between, it occurs most often at home in front of the TV, when all devices are within easy reach.”
The trend in multi-screening presents a number of opportunities and challenges to marketers looking to target particular audiences moving freely from device to device. Top priority however is making moves to ensure that all sites are optimised for mobile devices of all sizes, lest companies lost out on attracting budding consumers with their online content.