A recent global Google study aimed to understand people’s increasingly multiscreen behaviours. As reported by The Drum, results found that most people in the 35 countries surveyed use more than one connected device.
The most connected countries were identified as the UK, Netherlands and Norway, where people use an average of three devices. This was just greater than in the US, where the average person uses 2.9 devices. In China, the average is 1.4.
In the UK in particular, tablet usage has tripled year-on-year, taking the total to 30% of the population. Smartphone usage has also grown significantly, doubling to 62%. Of these smartphone users, almost 75% go online via their mobiles daily, while 80% never leave their homes without them. Smartphone use is constant, independent of context, with 85% using them on the move, 71% at work and 72% while shopping.
People are becoming more comfortable with making purchases directly via their mobile devices, with 61% of smartphone users researching or purchasing with their phones. Additionally, this researching of products is done both at home and on the go, on public transport and in-store. The most common topics people look for tend to be price, quality information, reviews, ratings and location.
Researching prior to purchases, particularly for travel and technology, is increasingly being done via a mix of devices. The vast majority, 93%, of smartphone users were found to use their mobile, desktop or tablet to research travel products, while 70% did for technology products. Purchasing however tends to be done on tablets, desktops or offline as opposed to smartphones, which are used more for researching. Only 12% of people completed a purchase on smartphone after researching a travel product, compared to 88% who went on to buy via different mediums.
With the smartphone being used as a web-browsing device on a regular basis, the report highlighted that over 65% of users expect websites to cater for the devices with as good a mobile user experience as desktop. In terms of destinations and tourism organisation it is hence essential to ensure a quality user experience across devices, catering to the needs of the consumer; that is, taking account of what each device tends to be used for and offering a platform to cater to these behaviours.
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