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70 Percent of digital users cross from device to device. Can your online biz handle it?




IMG_1161I just bought a new iPad. I can’t believe I’m saying that because when I bought my first iPad I thought it was the most expensive, frivolous toy I’d ever purchased. Then it became my new best friend. I became so attached that when my son began borrowing it regularly to use iMovie and watch Netflix and record his podcasts I missed having my iPad at my side.

So I bought a new one with all the bells and whistles, including Siri. Again, I thought Siri was frivolous and fun but in under a week, I found that she could text my son faster than I can find my glasses and do it myself. I can ask her to wake me in the morning faster than I can set the alarm clock and the other day, she told me who won the hockey game I missed. That was a biggie because before Siri, I would have gone online to a hockey blog or newspaper to find that answer. Thanks to Siri, those digital outlets lost my views. As a writer, I feel bad. As a busy person, I’m excited.

Millennial Media just released a new report called “Cross-Screen Consumer Behavior Decoded” which looks at how the average digital user is using the tools he has around him.

Overall, 70% of digital users now access the Internet across both mobile and PC. That’s up from 63% in 2013.  But even though internet usage in general is on the rise (up 4% over last year), PC-only usage has decreased to the tune of 45%.

Here’s a look at where we stand in 2014:

cross screen users Millennial Media

The majority of users across all age groups are mixing it up with mobile and PC. When you single out the young and single under 24 folks, almost a quarter of all users access the internet using only their mobile phone. For women 25-49, that number is 14% and you can bet that those green areas will be even larger when we look at these numbers next year.

Note that men 25-49 are major multi-switchers.

Millennial also notes that device usage often changes along with the topic. For example, more than half of the time spent accessing weather content comes in on a smartphone. The same is true for social media. If you include tablets and call it “mobile access” retail also ranks high. The biggest mobile boost comes from games and streaming radio with more than 90% of time spent coming in on a tablet or phone.

When do we use our PC? B2B content is 80% PC. Travel, Automotive, Finance and TV-related content are all more successful on the PC than on mobile.

The most well balanced topics include news, health and sports.

The question you need to ask yourself is where are your customers? If they’re spending a lot of time accessing content on their mobile device, can they easily access your content? If not, they’ll move on to the next page and never look back.

Now that I know how easy it is to find sports scores on my iPad, I’ll never look them up online again. Sorry ESPN. You’ll have to find another way to reach me if you want me.