Home Research Google Research Reveals Insight into Consumer Behavior

Google Research Reveals Insight into Consumer Behavior

Published on October 25, 2012 by in Research

New Google research reveals we are a nation of ‘multi-screeners’.  As the mobile revolution becomes less a revolution and more mainstream, new consumer behaviors have emerged. The explosive growth of mobile phones and tablets coupled with the proliferation of cloud-based services has created some unique synergies. Consumers are now using multiple devices both simultaneously and sequently to achieve desired goals.

Some of Google’s primary goals of this research project were to understand consumer media behavior over the course of the day and include:

  • How is media used in daily life?
  • How do activities on one screen impact another?
  • What are consumers’ motivations in engaging with media?
  • How is mobile used in conjunction with other screens?
  • How are consumers using multiple screens to accomplish their tasks?
The New Multi-screen World:  Understanding Cross-platform Consumer Behavior

The New Multi-screen World:
Understanding Cross-platform Consumer Behavior


Google has put together a brilliant visual brief that details how consumers use different devices throughout the day. The information has enormous implications for brands who build compelling user experiences that transition seamless between devices.

Below is a short-list of the most actionable findings the study outlines that could drive competitive advantage:

  • The device we choose to use is often driven by our context: where we are, what we want to accomplish and the amount of time needed.  Brands that connect the dots, of the what, where and how consumers interact with their digital touch-points, will lead the pack. But connecting the dots is just the first part. Creating interactions optimized for each device will be just as important, especially in regard to the user experience it creates across each device.
  • Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens. Smartphones are the new low-hanging fruit. According to the research, smartphones are the most common starting point of online activities. Design a well executed smartphone experience and users are more than likely to follow it across each device.


  • The changing role of television in the multi-screen world has created tremendous and growing opportunities for complimentary interactions between devices.  Brands that capitalize on this opportunity will have more satisfied customers, increased brand awareness and improved ROI.
  • 77% of viewers use another device while they are watching TV.” Networks and TV shows should take advantage of this audience and build engaging ‘second screen’ smartphones apps that facilitate sharing, offer back story insights and include ability the purchase brand relevant merchandise and digital assets. One of the best ‘second screen’ smartphone apps I’ve seen to date is UK-based ZeeBox, which offers users the ability to share socially, find extra relevant content and connect with friends.

Download the complete research PDF here


Written by  – The UX Acrobat

Follow Marc on Twitter: @MarcNiola




About UX Acrobat - Marc Niola

Marc is an expert UX professional with a focus on customer-centered design principles, social media, gamification and psychology. He has developed innovative business solutions for global corporations, SME, agencies, clients and brands.

Connect with Marc on

 Share on Facebook Share on Twitter Share on Reddit Share on LinkedIn
No Comments  comments 

Leave a Reply

Your email address will not be published. Required fields are marked *