With the rise of social media, streaming services, omnichannel marketing and other technologies, we have seen how traditional marketing and digital marketing have blurred into the same one forever. Smartphones are the most frequent companion devices during simultaneous usage, where people tend to go while performing other activities or using other screens.

There are two modes of multi-screening:

– Simultaneous Usage: where the consumer uses more than one device at the same time for either a related or unrelated activity.
– Sequential Usage: where the consumer moves from one device to another at different times to accomplish a task.

Consumers turn to their devices in various contexts. Marketing and websites should reflect the needs of a consumer on a specific screen and conversion goals should be set depending the device that they will be using.