It’s increasingly common to switch to a different device as we move through a task online.
For example: at home, it’s easier to research a product seen on television via your smartphone, which is usually in your hand or right at your side, than it is to walk to another room to access your desktop computer.
However, for the actual purchase or completion of complicated tasks, we prefer a larger screen and therefore we’re more likely to finish the task on a tablet, laptop, or desktop computer.
Here are some stats from the study.
More than 60% of online adults use at least two devices every day and nearly 25% use three devices.
- 40% of all online adults start an activity on one device and finish it on another.
- This number increases with the amount of devices owned: 54% of people who own two devices switch between them to complete tasks or activities and 73% of people who have three devices do the same.
- Among those who switched devices in the study, 25% switched to a tablet and 60% switched to a laptop.
Favored device by activity
77% of adults who own a smartphone use it while they are out and about – mainly for communication and social activity.
86% of online adults use a laptop or desktop at home. It is considered the ‘workhorse’ and is dedicated to tasks like managing finances.
50% of tablets are shared amongst family members. It’s considered as the ‘entertainment hub’.
However despite this, the smartphone is considered the dominant ‘go-to’ device. It’s the only device used throughout the entire day.
People are 10 times more likely to use their smartphone on public transport than their laptop and three times more likely than their tablet.
In an unsurprising revelation in a report commissioned by Facebook, it has been found that Facebook and email are the activities most likely to take place across multiple devices.
Comfort and convenience and easier typing using a larger screen are the main reasons people switch devices mid-activity. The urgency of the task, the length of time involved, security and privacy concerns, and the level of detail required are also key considerations.-eConsultancy
To guarantee customer satisfaction, aid conversion, and encourage return visits, it is imperative all brands and companies keep their online presence between devices as fluid and consistent as possible.