Category Archives: multiplatform

Multi-platform Moms

Yesterday, we posted information on how reliant moms are on their smart phones. In fact, moms are more than 2.5 times more likely to say that smart phones are their primary device. Well we all know moms are masters of multitasking, new research also show thay are masters of multi-platform.

shutterstock_80658865 copy● 76% of moms are online and watch TV at the same time, 60% do it on a daily basis
● Nearly 30% of moms use their smartphones at the same time they are TV all the time
● 16% of moms are on their iPad all the time while watching TV
● More than a third of moms are on their smart phone and 31% are on their iPad often while watching TV
● 28% are on their smartphones and 29% are on iPads sometimes while viewing
● Overall, 89% of moms who own smartphones use the devices while watching TV, 86% of moms who have iPads use them while watching

What Does This Mean To You?

Moms multitasking activities give you the opportunity to supplement the impact of your TV and online buys. The use of mobile devices allows you to increase engagement and relevance with any target audience. To get the full benefit, you’ll need to monitor social media and respond quickly. You need to be able to react to people posting things about your commercials or tweeting about them. This also means you will have to ensure your SEO programs are up to task. The last thing you want is for a consumer to see your add and to search for more information and not be able to easily find you.
I recently heard a great quote – Where’s the best place to hide a dead body?
On the second page of a google search balance,
For more information on creating lasting connections with potential
customers, please contact:

Sources: eMarketer; BabyCenter


Consumers Access Retailers Through a Variety of Channels

Many younger consumers don’t know how they could survive without the 24 hour convenience of online shopping. The next generation of shoppers will probably not understand how their parents survived before the ability to buy on the go provided by mobile. With so many options of portals, channels and platforms to buy from – today’s consumers are anything but monolithic in their approach to buying goods and services.

Advies-page_Multichannel_marketing● 40% of purchases involve more than one channel in the shopping process
● Over 60% of shoppers said they prefer to research purchases on a desktop or laptop and
over one in five would rather research on a mobile device
● 13% like to research products in-store and 4% depended on catalogs for product research
● 44% said it was their preference to make purchases online via laptop or desktop
● 41% preferred buying items in-store
● Just over 10% preferred to buy on their mobile device and 5% use catalog for purchasing

What This Means To You

Consumer preference doesn’t always match with actual behavior. They may prefer the larger screen and the easy print capability that desktop researching provides – but online traffic patterns show that the convenience of mobile is a force to be reckoned with.  Consumers’ preference for in-store purchasing definitely gives you the ability to extend the sale.
By giving shoppers the ability to pick up online purchases at your location you eliminate the wait time for consumers and can offer them a saving in shipping fees. You can also leverage items that they may need associated with the purchase they made. For more information on how to gain a competitive advantage, please contact:

Al Fiala

Sources: UPS; comScore; eMarketer

Devices Consumers Multitask With

Multitasking isn’t just a buzzword – it’s the way most of us live our lives. Whether we are at work or at home, the majority of people are doing at least two things at once. When it comes to TV, multiplatform activities were once through of as a distraction to your TV message. Through research, we’ve learned that using a computer, tablet, smart phone or other mobile device actually drives more engagement with TV shows and the brands that advertise on them.

Icon_SecScreen● 86% of US consumers were using other devices while watching television
● In the past 2 years, multitasking grew by nearly 20%
● One in four consumers say they almost always use their smart phone while watching TV
● 20% claim to almost always use their Tablet while watching
● 16% claim to always use a laptop or desktop while watching TV
● The percentage of multitasking activity that is related to what they are watching on TV has increased by more than 20% in the past year

Why is this important?

Second screening gives your brand the opportunity to add impact to your media investment and engage potential customers. We’ve shown information in the past about how just adding a twitter handle and hashtag can increase ad recall to your spots. Reminding customers to “Like” you on Facebook or follow you on twitter for a special discount can add awareness to cause consumers to engage with your brand. Discounts are just one way to attract potential customers. We know that testimonials and online reviews can also improve the probability someone will spend money with you. Simply posting these testimonials and promoting them through your existing advertising will help you build loyal shoppers. In our next post, we’ll chronicle the specific activities that most multitaskers are performing. For more information on creating and monetizing engagement, please contact:

Al Fiala

Sources: Tivo; Deloitte