The reality of our multi-screen world is that consumers are increasingly turning to different devices throughout the day to accomplish tasks. A user might rely on a smartphone to dash off a quick text message or to scan a product in store, then use a tablet to plan trips at home and then turn to a PC to do more heavy research.
But we’re not just tackling discrete jobs with each device. We’re spreading out tasks between devices, starting something on one screen and then completing the task on another machine. That’s the conclusion of new research from Google, which set out to understand how we’re using our network of devices. And that has implications for publishers and marketers, who are trying to understand how to stay in front of consumers as they use more devices.