Multi-Device Impact on Consumer Behavior

One of the goals of AOL’s recent Big Mobile Study was to understand the multi-device impact on consumer behavior.

How do consumption habits change with the introduction of smartphones and tablets? How do these devices play together?

Before adding mobile devices to the mix, computers are the primary Internet device, with time spent equally between “lean back” and “lean forward” activities. It’s the main hub for social media, sharing photos, and playing games. But once a smartphone is added, the computer becomes primarily a “lean forward” experience, with activities like social media, photo sharing, and casual gaming shifting to the phone. Then, after a tablet is added, the computer becomes central to keyboard-centered activities, longer emails and work, with the tablet becoming the primary web browser and entertainment hub, while the phone remains the social hub.

Furthermore, the introduction of smartphones and tablets into consumers’ lives changes the way they shop, stay informed, interact with others – and even find dinner. “It has changed the way I look up restaurants and find good places to eat. I can always find the best restaurants now and find directions there easily.”  These devices have even made mundane tasks like managing finances better: “I am better able to keep track of my finances and feel more secure that I do not have to write all my purchases down to keep track. I can just check my credit card or bank account app to see balances and purchases.”  44% of our respondents reported they started using their smartphone less and 75% started using their computer less once they bought a tablet.

Mobile devices have also profoundly changed how we watch TV. Last year, Nielsen reported that 40% of tablet users were multi-tasking while watching TV. The Big Mobile Study shows acceleration in that co-browsing trend.

For more details, download the Big Mobile Study today.

Keywords: aol mobile, aol research