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8 Facets in understanding consumer behaviour online

Wayne McMaster

15 November 2012

The vast majority of media interactions are screen-based, screen-based, and so we should no longer be viewing “digital” or “traditional” mediums as seperate. Luxury brand owners should understand all of the ways that people consume media, particularly digital, and tailor strategies to each channel.

Understanding cross-platform consumer behaviour

Affluent consumers turn to their devices in various contexts. Marketing and websites should reflect the needs of a consumer on a specific screen, and conversion goals should be adjusted to account for the inherent differences in each device.

The prevalence of sequential usage makes it imperative that luxury businesses enable affluent customers to save their progress between devices. Saved shopping carts, “signed-in” experiences or the ability to email progress to oneself helps keep affluent consumers engaged, regardless of device used to get to you.

Affluent consumers rely on search to connect their experiences across screens. Not only should luxury brands give consumers the opportunity to find them with multidevice search campaigns, strategies such as keyword parity across devices can ensure affluent consumers can find the brand when resuming their search.

During simultaneous usage, content viewed on one device can trigger specific behavior on the other. Luxury home and lifestyle businesses should therefore not limit their conversion goals and calls to action to only the device where they were initially displayed.

Affluent consumers shop differently across devices, so businesses should tailor the experience to each channel. It’s also important to optimize the shopping experience across all devices. For example, consumers need to find what they are looking for quickly and need a streamlined path to conversion, on smartphones

Smartphones are the backbone of our daily media use. They are the devices used most throughout the day and serve as the most common starting point for activities across multiple screens. Going mobile has become a business imperative.

Here are the highlights straight from the executive summary:

  1. We are a nation of multi-screeners. Most of consumers’ media time today is spent in front of a screen – computer, smartphone, tablet and TV
  2. The device we choose to use is often driven by our context: where we are, what we want to accomplish and the amount of time needed
  3. There are two main modes of multi-screening: Sequential screening where we move between devices. Simultaneous screening where we use multiple devices at the same time
  4. TV no longer commands our full attention as it has become one of the most common devices that is used simultaneously with other screens
  5. Portable screens allow us to move easily from one device to another to achieve a task. Search is the most common bridge between devices in this sequential usage
  6. The majority of the times that we use devices simultaneously, our attention is split between distinct activities on each device
  7. Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens
  8. Multiple screens make us feel more efficient because we can act spontaneously and get a sense of accomplishment – this results in a feeling of “found time”

Download the full report here

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