Study: 60 Percent Of Adults Switch Screens During The Day

Facebook Mobile -iphone iOS devicesEchoing a 2012 study by Google, Facebook this morning released findings from a new research about multiple device usage. While offering some different figures and percentages it essentially backs up the earlier Google results, which show that people use multiple devices throughout the day and for different purposes.

GfK carried out the research among 2,000 US adults. 

The research found that “more than 60 percent of online adults in the US use at least two devices everyday and almost one quarter use three devices.” It also reported that in excess of 40 percent start on one device and finish on a second or even third one.

Google’s research offered a more dramatic finding: 90 percent of consumers move “sequentially” between different screens during the same day.

The Facebook study determined the more devices owned the more consumers are likely to switch between them: “53 percent of people who own two devices switch between them to complete tasks or activities, and 77 percent of people who have three devices do the same.”

Specific tasks, location and the desire for a larger screen (or keyboard) typically motivated the migration. Facebook added that among screen switchers, “22 percent ended with a tablet and 58 percent with a laptop.” The two common activities across screens were Facebook and email (got that marketers?).

Smartphones are the most frequently and consistently used device throughout the day — on the go, at home and at work:

More than twice as many people in the study use their smartphones at work than their personal laptops, and people are 8X more likely to use their mobile on public transport than their laptop, and 2X more likely than their tablet.

All this underscores what most marketers already know. Mobile devices are now the primary or central devices in consumers’ lives. It’s increasingly important to think about multi-screen campaigns and about attribution methods that take into account this multi-device migration path across screens and, eventually, into the real world.

Related Topics: Channel: Mobile Marketing | Facebook | Facebook: Mobile | Facebook: Statistics | Statistics: Mobile Marketing | Statistics: Online Behavior | Statistics: Social Media | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Kevin Anchi

    This is very common sense people browser via tabs and smart phone and the sales for these devices has also skyrocketed so its very obvious to see the change. People travel and browser via smart devices and when they are back home they go to good old Desktop. I don’t see a research part in this

  • steve

    morning: smartphone then dual monitors at work (2 27″ LED screens) then smartphone on lunch break, dual monitors again then evening smart phone then dual 23″ screens at home, smartphone before crashing out. I tried using a tablet but it didn’t fit in my pocket.

  • Ryan Biddulph

    I see this frequently; people switch between devices for different tactics/activities. What looks good on a tablet might look bad on a smartphone, and some users might pull out the smartphone for convenience in a tight setting, or if on the go.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!