A global study of 15,000 mobile web users in 14 countries* explored how consumers are interacting with visual content across a variety of devices. The report outlines opportunities for businesses and marketers to connect with consumers in new ways.
Key findings:
- 62% of mobile web users engage in multiscreen activities while viewing TV
- 48% use social media
- 46% use instant messaging
- 30% play games or listen to music
- 18% search for additional information about the products seen on TV
- News, comedy, sports and reality programmes generated the most multiscreen time
Lessons from marketers
- Incentivise engagement – reward viewers for viewing content
- Gamify – engage with users across multiscreen platforms
- Generate social conversation with hashtags
- Create transmedia opportunities
- Know your audience – understand on which channels/tools they are most active and encourage engagement
- Simplicity – make calls to action uncomplicated
- Relevance – increase engagement with appropriate messages at the appropriate time
- Re-engage – social conversations should not be one-offs
* 15,000 mobile users from Australia, China, France, Germany, India, Japan, Kenya, Korea, New Zealand, Nigeria, South Africa, Singapore, UK, US were surveyed by InMobi.
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