Our study identifies that consumers typically follow four multi-screening pathways:
Content Grazing: This is the most common pathway 68 percent of consumers Content Grazing. This occurs when consumers use two or more screens simultaneously to access unrelated content; for example, watching a show on TV while at the same time checking email on your PC and texting a friend on your mobile phone.
Investigative Spider-Webbing: This is the second most common multi-screening pathway with 57 percent of consumers in this category. It’s a simultaneous path where consumers embark on a content driven investigation across devices at the same time, either to gather more information or for pure exploration. For example this could consist of watching a movie on the TV and looking up what other movies the actors have been in on a tablet or PC.
Quantum Journey: Forty-six percent of consumers land in the Quantum pathway. Here, productivity and efficiency are paramount as consumers are trying to accomplish a task. Each screen separately and additively takes them closer to achieving their goal. For example, you snap a picture of a pair of shoes on your mobile that you see for sale while shopping, and then look up reviews about the shoes on your PC at home before purchasing.
Social Spider-Webbing: This is the least common multi-screening pathway with 39 percent of consumers engaging here. Consumers in this instance are extroverted and focused on sharing content and connecting with others across devices. For example, you beat your friend’s high score for a game on your Xbox, and then use Skype or other social channels to brag about your win to friends. New Microsoft Advertising Study: Consumer Experience is the New ‘Crown Prince’ [community.advertising.microsoft.com]