The growth of tablet ownership is changing how consumers consumer content—and that could mean you need to make some changes to your online marketing strategy. Nearly four in 10 (37 percent) of U.S. consumers own a tablet, smartphone and laptop/desktop computer, according to the latest Digital Democracy Survey from Deloitte. Deloitte dubs these consumers “digital omnivores,” and says their number has grown by 42 percent compared to last year.
Tablet ownership has grown by 33 percent, and smartphone ownership by 18 percent. In addition, women now make up 45 percent of digital omnivores, compared to 35 percent last year.
One interesting finding of the study: Tablets are not, as originally expected, replacing laptop computers, but are being used for their own purposes—most commonly, watching videos, surfing the Internet and playing videogames.
Tablet users are also frequently multitasking when they use the device. As many as 86 percent of consumers say they often multitask on a tablet or smartphone while watching TV, for instance—up from 72 percent last year. Millennials are the most likely to multitask—in fact, they typically do at least four things at once while they’re watching TV—but even Generation X and Baby Boomers typically do at least two other things while they’re watching TV.
What do consumers’ changing content consumption habits mean to your business marketing?