Multiscreening: What is it?
Multiscreening is the practice of using multiple electronic devices at the same time , such as smartphones, tablets, laptops, and televisions. It is the result of technological advances that allow content to be viewed simultaneously on different screens. People are immersing themselves in this phenomenon in different ways, using different devices for different purposes.
Here are some examples of multiscreening that illustrate the whatsapp australia diversity of this phenomenon:
Television and Social Media:
While watching TV, viewers often use mobile devices to simultaneously browse social media. They can comment, share their impressions in real time, or participate in discussions with other viewers, thus creating a community of virtual observers.
Remote work and Online Meetings:
In the workplace, multi-screening is becoming a common practice. People participating in online meetings can simultaneously use notes on their laptop, check emails on their smartphone, and view presentations on their tablet. This increases efficiency and allows for multitasking.
E-learning:
Multiscreening has found its place in education. Students can use different devices to simultaneously view additional materials, search for information, or communicate with other students while watching online lectures.
Online Shopping:
Online shoppers often use multiple devices when shopping online. For example, they might browse deals on a laptop, compare prices on a smartphone, and then make a purchase on a tablet. This phenomenon is affecting marketing strategies and the online shopping experience.
Computer games:
Online multiplayer games often encourage multi-screening. Players can simultaneously use voice chat on their computer, monitor game statistics on their tablet, and browse tips and strategies on their smartphone.
Live events:
At concerts, festivals or sporting events, viewers can use different screens simultaneously to take photos, record videos, share content in real time or even check statistics and comments about the event.
These examples illustrate how multiscreening is becoming a natural part of our everyday lives, enriching our experiences and enabling us to use different sources of information and entertainment simultaneously.
Changing consumer behavior
Multiscreening is having a profound impact on the way consumers consume information and engage with content. Marketers must adapt their strategies to this new model of consumer behavior, seeking to understand how simultaneous use of different screens can benefit them. Integrating content across platforms is becoming a key element of effective marketing campaigns.
Content creators must not only scale graphics or adjust formats, but also consider differences in the context of consuming content on smaller screens, such as smartphones. Clarity, ease of reading, and attractiveness of content are key to retaining users’ attention.
One of the main challenges for content creators and marketers is maintaining consistency of user experience across devices. This means that the user experience, regardless of device, should be uniform and consistent, encompassing not only the content but also the interaction with the brand, aesthetics and tone of the message.