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A quarter of marketers are yet to execute campaigns across multiple screens, with tracking apparently the main issue that’s holding people back. 

New research from Undertone found that 59% of marketers and 68% of agencies say that difficulty tracking people across devices is the main barrier to implementing a multiscreen campaign.

A lack of common performance metrics is also cited as a key barrier to deployment by 59% of marketers and agencies.

Responsive design is a potential remedy to this problem, however the research suggests that knowledge of the technology is still quite limited.

While three-quarters of marketers said they are aware of responsive design, fewer than half of agencies (48%) said they had heard of it. 

This particular statistic does appear questionable though, both in the size of the knowledge gap and the low level of awareness.

Responsive design is widely viewed as the future of web design and has been an incredibly popular topic on the Econsultancy blog in the past year, so I would be surprised if half of agencies were living in ignorance.

However if you are among those who are unfamiliar with the technology then check out our blog posts explaining what responsive design is and why you need it, plus another highlighting 10 great examples of responsive design in ecommerce.

Proportion of traffic from mobile devices

The importance of optimising for mobile devices is highlighted in a separate report which found that one third (31%) of visits to youth and young-adult websites in the first half of 2013 came from tablets and smartphones.

The data from w00t! Media shows that tablet devices accounted for 12% of visits after seeing an increase of 320% year-on-year. This is 4% above the average according to comScore, which found that tablets account for 8% of all web page views in the UK.

Apple’s iPad accounted for 91% of tablet traffic in w00t! Media’s study followed by Samsung’s Galaxy Tab (2.9%), Amazon’s Kindle (2.8%) and Google’s Nexus (1.8%).

Apple also dominated smartphone traffic, which accounted for 19% of overall visits in the first half of 2013.

The data shows that iPhones made up 70% of smartphone traffic, followed by Android on 25%. However the proportion of traffic from iPhones actually fell 6% year-on-year while Android traffic increased by the same amount.

W00t! Media’s data came from analysis of more than 2bn visits to youth/young adult (16-34 year olds) entertainment and lifestyle websites between January and June 2013.

David Moth

Published 15 November, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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