Screen Convergence

The first screen may not be the one you think

We may argue that we didn’t need studies to tell us that tablets are taking attention away from TV screens. In fact, before tablets and smartphones even existed, laptops were already gaining ground in the living room.

Today, the question is not whether we live in a multiscreen world or not, but which screen is the most valuable, the the bigger one or one getting the most attention from consumers? Is it possible that the data from those studies needs to be reinterpreted?

How many screens are there really?

The number of screens we interact with depends on who you ask. While we, as marketers, would like to think tablets have already replaced couch laptops, the reality is that consumers today are more likely to be looking at their smartphones while watching TV. 

Mobile devices may very well be the third or fourth screen, but that is assuming TV is the first one, and that assumption may be more wrong than right as screens converge and content follows.

In that context, it is difficult to develop proper multiscreen strategies, when ordinal numbering doesn’t necessarily help us identify which specific device is being used by consumers and, most importantly, what is their current state of mind.