It’s a Multiscreen World

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By: ML Haynes

“Today 90% of our media consumption occurs in front of a screen. As consumers balance their time between smartphones, tablets, PCs and Televisions, they are learning to use these devices together to achieve their goals.” This is according to Sterling Brands, a New York–based branding consultancy and co-producer of the recent survey titled, “Our Multiscreen World: Smartphone Users' Media Consumption Patterns.”

Sterling Brands partnered with Ipsos MediaCT to conduct and analyze a study of approximately 1,600 participants — adults located on both U.S. coasts, owners of smartphones (100%), and tablets (43%). Using mobile diaries to track their mobile interactions, each participant recorded usage throughout a 24-hour period, tracking nearly 8,000 hours of media engagement all within 2Q2012.

The infographic below represents their findings.

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About the Author

ML Haynes, hybrid creative and interactive director, pixel pusher and wordsmith, strategist and activist, thinks out loud here. Follow her on Twitter.

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