The Multi-screen World
The idea of a user being a “mobile user” or “tablet user” is somewhat misguided because people are much more likely to use many devices, often at the same time. Research conducted for Google in 2012 indicated that 81 percent of participants used their smartphone while watching TV, and 66 percent had it available while using a desktop. This use of multiple devices concurrently is known as simultaneous screening.
Meanwhile, 90 percent of participants started a task on one device and finished it on another; for example, they browsed shopping websites on a smartphone and then moved to a laptop at the time of purchase. This movement between consecutive devices depending on the task being performed is labeled subsequent screening ...
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