These days, most of us are well versed in spreading our online time across several devices such as smartphones, laptops and tablets.

In fact, according to a new Google report, 90 per cent percent of people will move between differing screened devices to access media in the course of accomplishing a single goal. 

Putting it in context

The way we access online media and how we switch between devices is largely dictated by context: how much time we’ve got, what goal we want to accomplish, our location, and our state of mind.  

Google’s report indicates that tablets already make up 9 per cent of overall media interaction, with their usage most frequently entertainment related. This figure puts tablets almost on par with the 10 per cent held by the traditional media formats of radio and print.

Notebooks and desktop computers account for a much more significant 24 per cent of all media interactions, and are unsurprisingly still favoured for time-intensive activities, office work and information gathering purposes.

But, of all the current devices highlighted in the report, it’s smartphones that stand out. Highly portable and almost always kept on hand, smartphones now account for 38 per cent of overall daily media interactions.

Time to get smart about smartphones

As if dominating our total daily media interactions wasn’t enough, Google’s report indicates that smartphones are now also the most common starting places for online activity, as well as the most frequently-used companion devices (we use them while simultaneously watching TV, work on our PCs, and play on our tablets).

What does all this mean for brands? Optimise content for smartphones, or risk being left behind.

To view to Google's entire report click here.

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