Multiscreen Consumers Research and Engage Brands Digitally

Not surprisingly, the more screens a consumer uses, the more likely he or she is to discover and research products online, versus offline. While 75% of two-screen (2SCRN) consumers list offline sources like word-of-mouth, catalogs and television as their primary way of discovering new products, that percentage drops to 63% for 4SCRN consumers. And, the more screens consumers use, the more likely they are to welcome digital engagement by marketers post-purchase, according to [pdf] a May 2012 report called “The Multiscreen Marketer,” conducted by eConsultancy on behalf of the the Internet Advertising Bureau (IAB). (more…)