The Multi-Screen Integrated Customer Experience

The Muliti-Screen INTEGRATED CUSTOMER | EXPERIENCE Always-on consumers expect website experiences that meet their needs regardless of the devices they're using. If your website doesn't do just that, visitors will go to competitors that offer better experiences on desktops, smartphones, and tablets. 1-7.6% |-2.7% $1.2 BILLION 210 MILLION U.S year-over-year sales of personal computers (2012-2011) Worldwide year-over-year sales of personal computers (2012-2011) Predicted global sales of smartphones in 2013 Predicted tablet shipments in 2013 MORE SCREENS AND MORE DEVICES DRIVE BEHAVIOR As consumers toggle between screens, their behavior patterns are changing. 82:. 75% 63. 30. Browse the web Check email Use social networks Shop online THE SMARTPHONE USER IN FOCUS: 82. 57. 30. 45. Check email Use social networks Shop online Purchase THE TABLET USER IN FOCUS: SEQUENTIAL SCREENING Using numerous devices to accomplish one task, typically within one day. 81. 72.. 67. Browse the web 98% Use social networks Shop online SEQUENTIAL SCREENING ACTIVITIES: OF CONSUMERS MOVE BETWEEN DEVICES WITHIN 63. 46. 43. THE SAME DAY Manage finances Information Plan a searching trip SIMULTANEOUS SCREENING Using multiple devices at the same time for multiple activities, averaging three different combinations of screens daily. 60. 44. 42:. 23. Read & send email Browse the web Use social networks Information searching SIMULTANEOUS SCREENING ACTIVITIES: TOP SIMULTANEOUS USAGE COMBINATIONS: 92. 92. 90. 89. Smartphone & PC TV & PC Smartphone & TV TV & Tablet IS RESPONSIVE DESIGN THE SOLUTION? As headlines continue to tout the death of the PC, a question emerges: Are trends such as responsive design your best move? A single team can work to develop the web experience across devices. When done right, your website adapts to any screen size and orientation. Content, design, and updates are no longer required for multiple versions of websites. SOME PROS Redesigns and updates can be complicated as the impact of changes must be measured and tested across devices and screen sizes. Requires investments in time, money, and additional Design-particularly image selection-can suffer since SOME CONS creative assets aren't tailored to different screen sizes. resources. TWO QUESTIONS TO ASK NOW Before jumping into responsive design, there are a few questions worth asking to figure out whether it's right for you: 1 HOW IS YOUR CUSTOMER EXPERIENCE ON A PC? 2 WHAT DO YOUR ANALYTICS SAY? Responsive design can't solve every issue. If you aren't already responding to what customers want when they're on your desktop website by delivering targeted, relevant experiences, responding to their devices alone won't improve your metrics. If you aren't seeing the increase in tablet and smart phone traffic most companies are, responsive design might not be the way to go just yet. Make sure responsive design ranks in priority with your other business initiatives. monetate SOURCES: ECONSULTANCY | FORRESTER RESEARCH | GARTNER | GOOGLE | IDC| Follow @monetate on twitterY MASHABLE | THE NIELSEN COMPANY | REDANT | SEARCH ENGINE WATCH