The Cross-Device Manifesto
Wednesday, May 7, 2014 - 11:30am
Presenter: Kurt Hawks, GM – Mobile, Conversant, Inc.
The first half of this presentation focused on statistics about cross-platform consumer behavior. The second half focused on strategic and tactical logistics.
Cross-platform (or cross-device) technology refers to consumers’ use of multiple devices to conduct an activity, either simultaneously or in sequence. In the world of commerce, it occurs when a task is begun on one platform (for example, using a smart phone to research a purchase), and then continued on another (for example, completing that purchase on a desktop PC).
The biggest game-changer, the one device which has single-handedly driven cross-platform marketing to the top of every CMO’s strategic planning checklist, has been the smartphone (i.e. a cell phone with access to the internet through a web-enabled browser.)
HOW DO CONSUMERS USE THEIR SMARTPHONES?
- 25% of smartphone users utilize mobile as their sole source to the Internet
- 14 hours a day the average consumer keeps their phone within arm’s reach
- 78% use their Smartphone for help with shopping
- 40% of all Black Friday traffic on retail sites was from smartphones
- 3 connected devices are utilized by the average user
- 41 apps are downloaded on the average smartphone
HOW HAVE USAGE AND GROWTH SHIFTED?
- Tablets have one of the fastest adoption rates in history
(penetration from 10% to 42% in four years)
- Primary growth in digital device usage is now in Mobile & Tablet (not PC’s)
- Average daily time spent with mobile devices is now greater than the PC
- Time spent with smartphone apps is 4x-5x that of smartphone browsers
CONSUMERS TAKE A MULTI-PLATFORM PATH TO A SALE
- 67% of users start shopping on 1 device and complete the sale on another
MANAGING OLD MEDIA VS. NEW MEDIA
The old media approach was to manage platforms as individual silos, with each one having its own budget, metrics and delivery by device. This results in poor visibility into cross-platform behavior.
The cross-platform approach is to use holistic planning and common metrics, including cross-channel interplay, in order to understand the buyer’s purchase journey across all channels. This enables analytics to be applied to properly identify platform attribution for revenue and expense budgeting.