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TRANSCRIPT
How multi-screen behaviour
impacts user experience
eGuide
Multi-Screen
User Experience
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Contents
Section 1: Introduction 4
Section 2: The evolution of multiscreen 6
Section 3: Multi-screening and user experience 12
Section 4: Takeaways 21
Section 1
Introduction
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Multi-screen user experience: Usability in a multiplatform world
It's a fact of modern life that consumers are no longer tied to a single screen when
it comes to engaging with the online world. Technological advances of the past
ten years, with the dawn of the smartphone, along with the increasingly popular
tablet PC, has placed us – consumers and producers – firmly in the multi-screen era.
With an array of devices at their fingertips, users have adapted behaviour to align
screen usage to their situation. This contextual approach often sees a single action,
such as a purchase, taking place across more than one device. This has become
known as a multi-screening (see our blog item), and 90% of consumers are at it, in-
cluding your customers.
Section 1
The evolution of
multi-screen
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The evolution of multi-screen
Once, it was simply a case of firing up the laptop or PC,
conducting a spot of research on Google, and then head-
ing off to Amazon (or any other eCommerce portal), to
seal the deal, all in the space of one sitting.
And then along came the iPhone, almost single-handedly
changing all this. 2007 was a watershed for the eCom-
merce industry; the moment when smartphones began to
revolutionise customer behaviour.
iOS and Android global smartphone sales since 2007 (in million units)
*iOS is native to the iPhone and only available to that device
3.311.42
24.89
46.6
89.26
126.22
69.3
0
20
40
60
80
100
120
140
2007 2008 2009 2010 2011 2012 2013 (1H)
iOS*
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**Android is a non-proprietary OS, hence the far greater proliferation
The above figures show that the take-up of smartphones (via the market's two
main players) has steadily grown, year upon year, since the iPhone's launch.
The Tablet PC
Another key component in the multi-screen ecosystem, is the tablet PC. Combin-
ing desktop functionality with smartphone ease of use, it was once again down to
Apple to transform the market. Launching the iPad in 2010, they brought a new
popularity to the previously neglected 'Slate' industry.
n/a n/a 6.8
67.22
219.52
453.07
340
0
50
100
150
200
250
300
350
400
450
500
2007 2008 2009 2010 2011 2012 2013 (1H)
Android**
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Global tablet sales since 2010 (in million units)
Indeed, tablet sales are predicted to outstrip those of conventional PCs (desktop
and laptop) by the end of this year (2013).
Multi screen activity
So the four major components of multi-screen activity are as follows:
Smartphone
Tablet
PC (desktop or laptop)
TV (watching)
Internet TV is also becoming more and more popular, particularly with regards to
streaming content, as in the case of digital media outlets like Netflix. However, for
the purposes of this eGuide, we will be concentrating on the first three.
There are two recognised types of multi-screening:
1) Sequential multi-screening
2) Simultaneous multi-screening
17.9
69.2
128.3
85.7
0
20
40
60
80
100
120
140
2010 (Q2/Q3/Q4) 2011 2012 2013 (1H)
Global Tablet Sales
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Sequential multi-screening
Sequential multi-screening involves moving from one device to another over the
course of a day, or days, to accomplish a specific task. To present a very crude ex-
ample, this might entail:
A Google study of multi-screening habits revealed that 90% of those taking part
used multiple platforms sequentially to accomplish a task, with 98% moving be-
tween devices in the same day. The smartphone was the most common starting
point.
The same study revealed the top five sequential multi-screening activities to be:
Internet browsing – 81%
Social media – 72%
Online shopping – 67 %
Research – 63%
Financial management – 46%
receiving a product recommendation, while checking Face-
book notifications on a smartphone à conducting further
product research on a tablet à purchasing the product on a
desktop PC
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Simultaneous multi-screening
Simultaneous multi-screening sees the user engaged with more than one screen at
once. The most common screen combinations are:
Smartphone & TV – 81%
Smartphone & PC/Laptop – 66%
PC/Laptop & TV – 66%
This has given rise to a new level of social interaction, something marketers have
been quick to cotton onto. It is now par for the course for both TV advertisements
and programmes to contain #hashtags,
encouraging discussion on social media
channels – predominately Twitter, alt-
hough Facebook users have adopted
the format too.
With the most popular multi-screening
combination being the TV and
smartphone, it's understandable that
there are further ways in which one now
affects the other. For instance, users are
conducting web searches, prompted by what they see on their TV screens. So
somebody watching a film might be spurred into searching for a review of it online,
or more information on one of the actors or actresses. The aforementioned
Google survey reports that 22% of such searches are conducted on a smartphone,
with 17% triggered by an advertisement, and 7% triggered by a programme or film.
So there you have it, a brief explanation of what multi-screening is, and how it
came about. But what does it mean with regards to user experience?
Section 3
Multi-screening and
user experience
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Multi-screening and user experience
As always, it is important to stay abreast of consumer trends, and tailor your con-
tent to reflect this. You've seen how user behaviour has changed since the intro-
duction of the smartphone's current incarnation, so where does this leave your
online brand?
Multi-screening in context
One of the prime advantages of multi-screening is the ability to be online any-
where, and at anytime. A Microsoft survey revealed that 87% of consumers felt the
capacity to check out products or brands whenever or wherever they saw them,
was an asset. The same survey also discovered that of the three primary devices:
The mobile phone was the best travelled
The tablet was the most social
The PC did the 'heavy lifting'
No real surprises there, considering, that despite the fall in PC sales (remembering
also that people are less likely to replace a desktop or laptop as often as a mobile
phone), the desktop or laptop is still the first choice for productivity, such as work or
study-related tasks.
An important factor in gauging the usability or user experience value of a product
is how it performs with regards to context. Therefore, when planning any sort of
website, be it eCommerce, informational, mobile, or app, an understanding of
how, where, and when the user will engage with it, is a distinct advantage.
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Environment
Returning to Google's study, we can see where people are using their devices
PC/Laptop
In the home—69%
Out and about—31%
Tablet
In the home—79%
Out and about—21%
Smartphone
In the home—60%
Out and about—40%
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Motivation
From the same study, we can see why people are using their devices online.
This shows how users are matching their devices to the environment, and achieving dif-
ferent goals. As previously stated, the PC is suited to prolonged home or office use, and
performing serious, productivity driven tasks. In contrast, the smartphone is suited to
brief bouts of activity, whether out and about, or at home, with communication –
email, social media etc – being the preferred use. The less intensive nature of the
smartphone, also makes it ideal for when information is needed both on the fly, and
with some immediacy. The tablet has been adopted for relaxing, casual browsing, and
enjoying multimedia content, such as films and games.
PC/Laptop
Finding information—40%
Keeping up to date—29%
Tablet
Communication—32%
Entertainment—63%
Smartphone
Communication—54%
Entertainment—33%
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Covering the bases
It is important, when considering user experience across a multi-screen environ-
ment, to ensure you have your bases covered.
A mobile-ready website is a necessity.
A recent study by digital marketing agency, Econsultancy, discovered that a com-
mon problem for 65% of smartphone users was websites not working properly on
their devices. Couple this with the 61% of users who say they've switched to a com-
petitor's website, because the one they were on wasn't optimised for mobile use,
and the case for a mobile-enabled web presence seems clear-cut.
Going native?
You might also want to consider a native app, offering users a single channel to
your brand, via their phone or tablet. It is vital, however, that your app creates val-
ue for the user, if only to avoid becoming one of the 80 to 90% of apps that are
used once, and then deleted.
Whether it's a dedicated mobile site, a Responsive one, or a native app, depends
upon you and your budget (you may want to check out our eGuide, Responsive
Web Design vs Mobile site vs Native app, for further info). What counts is consisten-
cy in the content and branding across all platforms, as this not only bolsters confi-
dence, but also avoids confusion when finalising a purchase on another device.
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The pathway to a purchase
So you've covered your bases, so far as multi-screen accessibility is concerned, but
that alone isn't enough. When it comes to encouraging the user to make a pur-
chase, it's the experience that counts.
The sequential multi-screening journey that results in a sale, begins, in the majority
of cases, on a smartphone, and continues on a PC.
65% start with the smartphone, with 61% moving onto a PC, and only 4% continuing
on a tablet
25% start with a PC, with 19% continuing on a smartphone, and 5% moving to a
tablet
61% 65% 4%
19% 25% 5%
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11% begin with the tablet, with 10% continuing to a PC
It is nevertheless important to understand that any of the screens could be the first
in the equation, particularly so far as simultaneous multi-screening goes. This means
it's important to recognise how customers are interacting between devices.
Insights into customer behaviour can be achieved by testing tailored content, and
investigating new methods by which to interact across separate screens. Observ-
ing and listening to your customers, whether through onsite user experience testing,
or remote user surveys etc, will also offer valuable intelligence on how they are en-
gaging with different content, and arriving at the point of purchase.
Engagement across devices
80% of all smartphone activity is spontaneous, with 44% of subsequent searches in-
tended to accomplish a goal. As such, it's important to engage the user from the
off, and keep them engaged across devices, maintaining brand consistency
throughout.
Always keep user behaviour at the forefront of your mind. Think how you, and
those around you interact between devices, and create compelling experiences
that can be easily continued across multiple platforms
Including the option to save progress is a must, particularly in the case of an
eCommerce site, and enables a customer performing a task sequentially, to move
seamlessly from one device to another
11% 10%
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Avoid restricting your calls to action to suit the one environment, and cater for
cross-platform usability. Remember a user engaging with content on one device,
might be using another device simultaneously
Tailoring your content to accommodate separate devices, lowers the barriers that
exist between each, and ensures that multi-screen customers can enjoy a fluid
brand experience throughout.
Consistency across devices
We've already touched upon consistency, and for a seamless user experience that
creates a smooth transition from one device to another, it's paramount.
Your brand defines you, and offers reassurance – Ensure it remains central
to the user experience, and powerful throughout; undiluted regardless of
where, when or how your customers engage
Instantly recognisable – Consistency in the design, UI, and any other meth-
od via which users interact with your organisation (HTML emails, for in-
stance), fosters a familiarity, which not only instils confidence, but allows for
instinctive usability from one device to the next
Consistency in content – A user who has found an item of interest on one
device, should be able to find it again on another. Hiding content de-
pendent upon device proves frustrating, and could see a customer looking
elsewhere (a competitor, for instance)
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Keeping up with user behaviour
As multi-screen usage becomes more ubiquitous, we are going to have to adapt
continually to how user behaviour is evolving. The consumer is no longer tied to the
one device, and it is they, not us – the producers – who have adapted a world of
different sized screens to meet their needs.
Multi-screening is about convenience. Using a particular device to suit the task, lo-
cation, frame of mind etc in which the user finds themselves – whether sequentially,
or at the same time. By understanding how, and why, the customer interacts with
different devices, dependent upon their context, it is possible to design user experi-
ences that adapt to their journey through the multi-device landscape.
Remaining on top of the changes and current user trends in the multi-screen eco-
system is the key to providing a great UX. Matching them with adaptability, con-
sistency, and flexibility are the roads to achieving it.
Section 4
Takeaways
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Takeaways
User behaviour changes to suit the devices available
Sequential multi-screening is undertaken by 90% of multi-device consumers
65% of multi-screen journeys resulting in a purchase, begin on a smartphone
Tailoring content to suit different devices, provides a richer user experience
across a multi-screen landscape
Design and brand consistency across devices, engenders a sense of familiarity
and reassurance
Understanding how your customers interact between screens, and the context
in which they use them, will help you improve their experience
Improve your customers' multi-screen journey, with user experience testing and
qualified reviews, available anytime, anywhere. Contact Usability247 today!
Usability247
Siena Court, The Broadway,
Maidenhead
SL6 1NJ
www.usability247.com
Tel:+44(0)8000 246247
Email: [email protected]
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