Attracting new qualified investors is complicated. They have been conditioned to ignore interruption-based marketing messages, have short attention spans, continually shift content consumption patterns, and demonstrate complex investment behaviors. All of these challenges are magnified in the multiscreen world. As investors move from device to device, advisor brands are expected to adapt to the needs and preferences, specific to each screen.
According to Google's 2012 report "The New Multi-Screen World,"90% of our daily media interactions are screen-based, occurring on smartphones, PCs/laptops, tablets, or televisions. And those interactions are rarely focused on a single screen or activity. Rather, potential investors are constantly shifting from screen to screen to accomplish tasks, what Google terms "sequential usage," or viewing more than one screen at the same time to accomplish related or unrelated tasks, which Google calls "simultaneous usage."
The device we choose to use at a particular time is often driven by the context of where we are, what we want to accomplish, and how much time is needed. Here is a look at how Google breaks down device usage in the multiscreen world:
- Smartphones, which account for 38% of daily media interaction, keep us connected and are the most common starting place for online activities.