Today’s consumers are hyper-connected. According to Forrester‘s “Build Seamless Experiences Now” report, 90% of consumers who have multiple connected devices switch between the devices to complete tasks. As consumers move from mobile and email to online and social, it’s easy for marketers to get tangled in consumers’ web of data and lose sight of the single view of the customer.
But consumers demand that marketers know who they are, wherever they are. Sixty-eight percent of consumers expect the data they provide in one channel to be available in another, the survey finds. This sentiment may not be surprising given that many of the activities consumers do across channels are related. According to the survey, 51% of U.S. adults online who use multiple devices simultaneously use them for complementary activities. This is especially true when it comes to surfing the Web while watching TV. Thirty-seven percent of U.S. adults online surveyed use Internet-connected devices while watching TV half the time or more. Additionally, 32% of U.S. adults search the Internet for information about what they’re watching on TV at that moment via their laptops, tablets, or smartphones. Likewise, 25% use their connected devices to research products they see on TV, and 21% chat with friends about what they’re watching.
Still, many marketers get caught in their siloed ways. In fact, just 17% of U.S. and U.K. consumers online say that organizations make it easy to toggle between channels. But consumers don’t plan on relinquishing their multichannel habits any time soon. According to the survey, 47% of consumers say they access the Internet weekly or more often via a smartphone, while 29% say they use a tablet.
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