“Today 90% of our media consumption occurs in front of a screen. As consumers balance their time between smartphones, tablets, PCs and Televisions, they are learning to use these devices together to achieve their goals.” This is according to Sterling Brands, a New York–based branding consultancy and co-producer of the recent survey titled, “Our Multiscreen World: Smartphone Users’ Media Consumption Patterns.”
Sterling Brands partnered with Ipsos MediaCT to conduct and analyze a study of approximately 1,600 participants — adults located on both U.S. coasts, owners of smartphones (100%), and tablets (43%). Using mobile diaries to track their mobile interactions, each participant recorded usage throughout a 24-hour period, tracking nearly 8,000 hours of media engagement all within 2Q2012.
The infographic below represents their findings.
