Why Multi-Platform Users Will Make or Break Your Company

New studies have proven that companies which focus on the provision of a consistent and seamless experience across devices and across channels yield higher user satisfaction, better sales and obtain nearly twice as many users than those companies with ineffective multi-platform experiences.

Because technology is moving at an exceptionally fast pace, users now hold higher expectations than ever before, and have come to expect that businesses be connected with them whenever and wherever they need them most. With 56% of US consumers considered multi-platform users, you simply cannot afford to ignore their demands (Via econsultancy).

This means that your business must strive for one excellent and common experience across all platforms. Are you still unsure? Since 2010, smartphone engagement has increased rapidly and now surpasses desktop usage. More than 60% of adults online use at least 2 devices every day. More than 25% of adults use at least 3 devices (Via Usability.com).

Here are some important facts about multi-device users which will help you plan for your company’s success.

1. SmartPhones and Tablets have doubled the amount of time that adults are spending online.

While desktop usage has stayed fairly static for the past few years, mobile devices have given users the ability to be connected throughout their day.

Anywhere, anytime, their purchases no longer take place on their desktop at night. Users are opting to make purchases throughout the day, or window shop while price comparing on their smartphones. If you don’t have an adequate multidevice strategy, you’re going to lose these consumers to competitors who do.  (Via econsultancy)

Gartner states that, “Because of the overlaps and interactions between mobile and other channels, a mobile strategy cannot be planned in isolation. Such a strategy must be part of a broader holistic strategy.”

2. 40% of adult users, begin a task on one device, and finish it on another.

This is a significant statistic which has great implications for the multi-device or multi-platform marketers. This means that if a customer sets out to make a purchase on a desktop and then looks into this opportunity on a tablet later in the day, your site better be tablet ready and easy to navigate.

Gartner finds that, “The goal of a multichannel strategy is to optimize business investments across many channels. The goal of a multiplatform strategy is to optimize implementation investments across many platforms.”

You need to provide them with a fluid, intuitive and consistent experience across all devices, or you’ll risk losing them to a competitor. (Via econsultancy)

3. Apps are driving the multi-platform majority. (Via Comscore)

We know that mobile usage began on web browsers, this soon proved difficult and inconvenient for users. Mostly because of the lack of processing power and speed.

But today, over 85% of total time spent on mobile devices takes place via apps, which means that users are looking for an optimized experience to view mobile content. This may assist you with planning and optimizing your user experience on a variety of platforms, and you of course should know your users best.

What’s in Store for the Future?

The future will only become more and more “multi-platform” as we move forward. As these users grow and evolve to a dominant majority, the implications are extensive. You need to develop strategy to maximize user engagement and experience so that you can always allow them to reach the right content at the right time. If you don’t provide a seamless transition, your competitors will. So are you ready for the multi-device majority?

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Jessica Miller
Jessica is the Lead Author & Editor of UsabilityLab Blog. Jessica writes for the UsabilityLab blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to usability.
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