Understanding the Digital Consumer is hard:
- Actions that define the traits of one consumer are spread out among a constellation of devices. That includes desktops, laptops, phones, tablets – even gaming consoles and connected TVs.
- People constantly shift between devices – up to 27 times an hour – from work time, to study time, to playtime.
- Consumers express different aspects of their personality on different devices. For example, they may engage with entertainment on a personal iPad then perform work-related tasks on a laptop.