Cross-Screen Study Reveals 70 Percent of Digital Users Access Internet
Across Multiple Devices
Cross-Screen Behavior Varies by Demographic, Content and Device, According to
Latest Millennial Media and comScore Data
BALTIMORE -- May 7, 2014
Millennial Media (NYSE:MM) today released Cross-Screen Consumer Behavior
Decoded, a report that explores how demographics, content, and time of day
influence cross-screen consumer behavior. The acceleration of multiple device
ownership with faster network access around the globe has fueled the ability
to reach consumers as they move from screen to screen. Working with marketing
and measurement company comScore, this report was designed to educate brands,
publishers and developers on the growing cross-screen movement in the
Key findings in the report include:
*The digital universe (Internet users) continues to expand – up four
percent since April 2013 to 201 million users.
*Mobile-only users have grown at nine times this rate, while PC-only users
have decreased 45 percent during the same period.
*70 percent of digital users now access the Internet across both mobile and
PC – up from 63 percent a year ago – due to consumers’ increased comfort
moving across a number of devices to stay connected and consume content.
“The challenge for marketers is to understand how to communicate effectively
with today’s cross-platform customers and uncover the right opportunities to
reach them,” said Mollie Spilman, EVP, Global Sales and Operations at
Millennial Media. “Our cross-screen report is designed to educate the industry
on user behavior and how to best reach audiences as they move across screens
throughout the day. To be successful marketers, we must create consistent
experiences, independent of the media we use in our daily lives.”
This custom study analyzes cross-screen behaviors and content consumption
among four key demographic groups: 18- to 24-year-olds, men aged 25-49, women
aged 25-49, and people over the age of 50. Among the findings, mobile-only
users ages 18-24 grew six percentage points in the year, while their time
spent on smartphones grew 20 percent. The number of mobile users aged 50+ grew
17 percent in the last year, while the number of 50+ PC-only users decreased
by the same amount.
Cross-Screen Behavior Driven by Content Consumed
The study also reveals that cross-screen behavior varies dramatically by the
type of content consumed.
Among the finding:
*61 percent of online time spent with Weather content occurs on a
smartphone. Other top smartphone content types include Streaming Radio (79
percent), Games (79 percent), and Social Media (61 percent).
*Eighty percent of time spent with B2B content is still on a PC. Other top
PC content types include Business/Finance (62 percent) and Sports (56
To access the full report, click here:
The insights here are based upon analysis of mobile measurement firm
comScore’s Multi-Platform product, and Millennial Media’s global platform
observations across thousands of mobile ad campaigns.
The study uses data sourced from comScore’s audience analytics products,
including Media Metrix, Media Metrix Multi-Platform, and Mobile Metrix.
Powering these products is comScore’s Unified Digital Measurement™
methodology, which combines person-level measurement from the 2 million person
comScore global panel with census-informed tonnage of consumption that
accounts for 100% of a media property’s audience. comScore Methodology:
*Media Metrix Multi-Platform U.S.; February 2013, April 2013, and January
*Mobile Metrix 2.0; comScore’s Unified Digital Measurement; February 2013
and January 2014
About Millennial Media
Millennial Media is the leading independent mobile ad platform company,
supporting the world’s top brands and mobile content providers. The company's
unique data and technology assets enable its clients to connect with their
target audiences as they move across screens, media, and moments. Millennial
Media drives meaningful results at scale through a diverse suite of products
fueled by innovation and the industry's smartest minds. For more information,
Christina Feeney, 617-301-4181
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