UK & US Screen habits and 4 Myths for Marketers

GfK has done some research for Facebook on screen utilisation in the UK and the US which throws up few marked differences.

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In, almost, their words:

“Facebook commissioned international market research agency GfK to perform a study of more than 2,000 people in both the UK and the US, to explore people’s behaviour across multiple devices (including smartphones tablets and laptops or PCs) and the resulting implications for marketers.

The study of over 4,000 online adults across the UK and US found that people feel a different connection to each device, and that each plays a distinct role as people switch between devices during their daily routine”

The only significant difference seem to be that:

  • We share our tablets a bit more with others and
  • More of us use three devices in a day

The main reason for switching from one device to another during  a session/activity is to get a larger screen they reckon.

We’ll let you use your largest screen to accommodate their infographic!

Now those four myths. They come from the CEO of Chartbeat  Tony Haile in a Time article and are:

  1. We read what we’ve clicked on (apparently 55% of us spend less than 15 seconds on a page!)
  2. The more we share the more we read (On content visited among articles they tracked with social activity, there were only one tweet and eight Facebook likes for every 100 visitors.)
  3. Native advertising is the saviour of publishing (On a typical article two-thirds of people exhibit more than 15 seconds of engagement, on native ad content that plummets to around one-third.)
  4. Banner ads don’t work (66% of attention on a normal media page is spent below the fold.)

We certainly go with the length of time on a page scenario – we tend to ignore anything below 30 seconds! Which accounts for a little over 60% of our pages visited in the last year!

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