Multi-platform usage – additional information
Multi-platform refers to users who have access and make use of more than one platform or device when accessing the internet, reading the news, watching their favorite TV shows, in other words anything which involves the use of a screen.
The platform used can depend on the users’ personal preferences and the content they are accessing. In a survey amongst 23,000 internet users worldwide in October and November 2013, participants were asked; ‘Which types of device do you prefer to use when accessing different types of content?’ The survey revealed that PCs and laptops were preferred for the majority of content. However, 71 percent stated that when watching TV shows or full length movies, they preferred to use a traditional TV. When it came to news and magazine content on the other hand, 24 percent of users stated that they preferred to use a smartphone, whereas only 15 percent preferred to use a TV and 14 percent preferred to use a tablet device.
When it comes to internet access, the choice of multi-screen usage is vast. In July 2014, desktop and mobile users were assessed to determine the most popular multi-platform web properties in the U.S., based on the number of unique visitors. During that month Google sites had the most amount of multi-platform users with 236 million visitors. In comparison for the same month, Twitter attracted 122 million multi-platform users.
A user’s preference for a certain platform and device can affect the amount of time they spend on one as opposed to the other. In December 2010, December 2013 and July 2014, the time spent on selected platforms, by digital population was calculated. In December 2010 and 2013, desktops were the device with the most amount of time spent on them, but in July 2014 a shift occurred. Despite 495 billion minutes were spent by the digital population on desktops, approximately 521 billion minutes were spent on smartphones.