Which is the second screen?
Mobile experiences are critical for every brand, particularly as digital natives come into their prime years of purchasing power. While there is an inevitability of mobile as a primary customer experience channel, its use is different for every brand. “Multi-screening” is not going away and even customers who live a mobile lifestyle will switch. For example…editing photos just works better on a laptop than a phone due to the increased real estate. And while running errands, a phone is more convenient than a tablet. As each brand moves toward mobile being a primary customer experience channel, we like to look at usage for the brand’s user base, to determine which screens are used in which contexts, and which device types will be embraced as the first, second, and third screens.