Multi-Device Ownership & Cross-Screen User Behavior

No one will deny the fact that cross-screen trend is happening. Just look at what you have right now, it’s 4 p.m. and you are doing your work on PC, checking text messages on smartphone occasionally, and probably there’s your personal tablet in your bag and you are going to use it for outside presentation.

Two is not enough.

Owned more than two devices is very common for many people. Same trend also can be seen in many Asian markets. According to Appier’s research report, overall speaking, one-fourth of multi-device users (people who own more than two devices) own three or more devices, even for emerging markets.

Graph_multdevice ownership

If you take a look at different markets, people in Australia and Singapore own even more devices than others, almost half (49% in Australia and 46% in Singapore) of multi-device users own three or more devices.

With that said, we couldn’t help but wondering: do people act the same on different devices?

Appier’s research may shed some light on this. This graph shows that users with highly similar (100% similarity) behavior across devices.

Users with highly similar behaviors
(100% similarity) across devices

Graph_100 similarity

y axis: percentage of users among multi-device users (%)

This is another graph showing that users with completely different (0% similarity) behavior across devices.

Users with completely different behaviors
(0% similarity) across devices

Graph_0 similarity

y axis: percentage of users among multi-device users (%)

What does that mean?

In markets with highly similar user behavior, a person will more likely have the similar interests across different devices. For marketers, conversion rate may be increased by identifying all devices owned by the same user by delivering relevant content to all the devices owned by the user.

On the contrary, with completely different behavior across devices, a person might search for travel information on PC, shop on smartphone, and play games on tablet. It’s hard to predict and identify what a user may like more and when a user may want to use for different devices.

Cross-screen user behavior is more complex than ever. We all want to see relevant content on our owned different screens. For marketers, it’s time to really know your target audience, not just by guessing what they may like, but by real data analysis.

Interested in knowing more? Contact us and we will get back to you as soon as possible.

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