Multi-tasking with multi-screens

The @AdobeUK Team

June 07, 2012

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As the digital revolution continues, it appears that so does our love and need for gadgets.  So much in fact, that we don’t only want the latest devices but we also want to use them all at the same time.  Whilst in the past we may have been content just watching the TV, increasingly people are finding themselves also sitting there with a smartphone in their hand chatting to their friends online or gazing at sites on their tablet – and, more often than not, all three at once.

This is what a recent Multi-Screen Marketer report from Econsultancy (@Econsultancy) found, with over half of the respondents answering that they were either somewhat or very likely to be using another device when watching TV. Interestingly, this rises with every screen added to the mix, with 65% of those with four devices saying that multi-device use is the norm while watching TV.

Increasingly consumers are finding themselves multi-tasking with multi-screens whether it’s in front of the TV, on a PC, laptop, tablet, smartphone or any other device – and brands need to recognise that the way consumers engage with products has changed.

The multi-screen trend has been around for years now and is gaining pace with the recent launch of Xbox SmartGlass among other devices. With more and more new products being created, the number of devices people own is picking up and is only expected to increase as more models come in to the market.

The culture is changing and as the demand for instant information, communication and gamification continues to rise, brands need to make sure they are listening to stay ahead of the curve. In the future, multiple screens will be the norm.

Get involved with the conversation by tweeting us @AdobeUK and using #FutureOfDigital. Read more about how Adobe can help with digital publishing here.



Tablet revolution set to boom

Emma Wilkinson

May 02, 2012

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Adobe Creative Cloud Tablet It appears that our love for technology and gadgets continues to be insatiable despite the economic gloom. According to a recent Forrester report, 375 million tablet devices will be sold in 2016 and an incredible 760 million tablets will be in use… perhaps give or take one or two! E-readers aren’t far behind either, with IDC estimating that the market in EMEA more than doubled last year. Whether it is the technology driving the demand, or demand driving the technology, one thing is clear, the digital landscape is evolving and so too is the way in which we interact with brands.

With the future of digital heavily featuring tablets in all their forms, it’s more important than ever that brands work out how to respond. This might mean a tablet-friendly site that uses video and interactive content whilst creating exclusive tablet magazine editions, as adopted by Vanity Fair amongst others.

Tablet Growth Graph Forrester

Source: Frank Gillett, Forrester

Only by doing so will brands keep pace with consumer demand. As shown by the explosion in tablets, we have changed the way we shop, the way we work and the way we communicate. We aren’t content with static IT anymore, we want flexibility, accessibility and speed. We want to shop on the bus, pay our bills from our phones and we want to update Facebook whilst we’re making our breakfast. Only by meeting these demands will brands succeed in the future.

Get involved with the conversation by tweeting us @AdobeUK and using #FutureOfDigital. Read more about how Adobe can help with digital publishing here.

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