In a new study of multi-screen engagement, Microsoft Advertising identifies 4 paths of multi-screening behaviors, finding that the most popular type is “content grazing” (68%), in which consumers use 2 or more screens to access separate or unrelated content. While this is akin to distraction behavior, many multi-screeners also use multiple devices to engage in “spider-webbing” (57%), where they view related content on multiple devices at the same time.
According to Microsoft Advertising, which conducted the study with Flamingo Research and Ipsos OTX, “spider-webbing” is curiosity-driven, whereby consumers look for information that can enhance their primary screen experience. This desire for deeper content engagement presents marketers with an opportunity to distribute content that meets consumer needs. Read the rest at MarketingCharts.