It’s not really headline news that consumers are engaging in cross-channel behavior, but the extent to which they are doing so is noteworthy. According to a new report [download page] from Experian Marketing Services, 59% of consumers surveyed used more than one device to email in the 7 days prior to the survey, 60% used multiple devices to visit websites, 49% accessed more than a single device to social network, and 34% watched video on more device. Not surprisingly, youth are leading the charge.
Looking at cross-channel behavior by 18-34-year-olds relative to the average consumer, the report finds that they are:
- 10% more likely to have used multiple devices to email (65% vs. 59%);
- 7% more likely to have used more than one device to visit websites (64% vs. 60%);
- 20% more likely to have relied on multiple devices to social network (59% vs. 49%); and
- 65% more likely to have used more than a single device to watch video (56% vs. 34%).
While many consumers are using more than one device to engage in these activities, they clearly have preferred devices for each. When it comes to emailing (personal or work), the home computer generally takes precedence over the work computer and mobile phone, although 18-34-year-olds are slightly more likely to use their mobile phone than work computer. The same order of preference applies to visiting websites, with the home computer clearly preferred to the work computer and the mobile phone for each age group save for 18-34-year-olds, for whom mobile phones are more popular than work computers.
The home computer is again the preferred device for visiting social networks. For social networking, though, mobile phones are more popular than work computers for each age group, although interestingly, the 50+ group is more likely to turn to a tablet than a mobile phone.
Finally, for watching video, TV is easily the king, followed by the home computer, game console, and mobile phone.
- TV has the highest 7-day platform reach overall, although mobile phones slightly exceed TVs in reach among 18-34-year-olds.
- Newspapers and radio each have a higher 7-day platform reach among the 50+ group than mobile phones.
- 18-34-year-olds underindex in their TV consumption, but spend 44% more time using their mobile phones than the average mobile phone user. (A detailed analysis of TV consumption by youth can be found here.)
- The 50+ crowd spends 34% more time reading newspapers than the average newspaper reader, and also is above-average in magazine, TV, and e-reader consumption.