With advertisers scrambling to understand multi-screen behaviour with TVs, a study by Microsoft Advertising illustrates the different kinds of behaviour exhibited on companion devices
These four multi-screening pathways are defined in the report as follows:
Content grazing (multi-tasking or 'distraction behavior') – defined as multitasking on two or more devices at once: 70% of UK consumers engage in content grazing. In the UK, 39% like to have a device on in the background while they do other things.
Investigative spider-webbing (information-driven) – consumers view related content on two or more devices at same time, with 64% of UK consumers using devices with an investigative intent.
Social spider-webbing (connection & sharing) – consumers focus on sharing/connecting content they find with others via another device: 39% of UK consumers use their secondary devices with sharing and connecting intent. Globally, one in five consumers engages in social spider-webbing pathways while watching live TV.
Quantum journeys – consumers start an activity on one screen (their phone, for example) and continue it on another (laptop or PC): 45% of UK consumers take quantum journeys.
