By John Cosley
In the late 20th century, advertisers had a clear target: Mom, Dad, and their 2.3 kids, all basking in the warm glow of the living room television set. But just as the makeup of the modern family has changed dramatically, so has its media habits.
Peer in the front window of most households today, and you’re likely to see every family member on a different device, often juggling more than one at a time. In fact, recent reports showed that nearly 90 percent of households in the United States have at least three Internet-connected devices, a percentage that will only grow as consumers worldwide adopt new connected technologies and devices.
The proliferation of connected devices – each convenient in its own way based on modality – is reshaping the consumer decision journey and impacting how consumers experience the world around them.
Not surprisingly, the team here at Bing Ads has found that households engaged with multiple devices during the course of a single day are more receptive to advertising, punching above their weight relative to their share of total clicks and queries.
For marketers, this means one thing: You’re missing out if you aren’t already deploying a cross-device search strategy to capture users as they move between devices.
A Receptive Audience
While households actively engaging across all three device types (PC, smartphone and tablet) in a single day or session within a single household residence represent a single-digit percentage of the Bing Ads marketplace, they are highly engaged with –and receptive to — advertising, disproportionately delivering 15 percent of total click volume.
Based on our sample, common household device pairs break down as follows:
What we see in the above chart, for example, is that of the 100% of tablet households, 43% of them also utilize a PC …read more