The Effect of Multi-Screens on Customer Service

Google has done some interesting research into how people use and consume information and media in their daily lives, especially in how we use different screens. We all use multiple types and sizes of screens—from your very large TV screen, to large desktop monitors (probably more than one), to smaller laptops screens, to similar sized tablet screens that are touch-enabled, to small smartphone touch screens.

Google’s researchers wanted to know, for instance, how activities on one screen (say an iPad) affected those on another (for instance a smartphone). While it may seem like a bit of an abstract research question, their results uncovered some fascinating insights:

  • 90% of all media actions are screen based.
  • On average, people spend 4.4 hours a day of their leisure time in front of screens, with the TV being most popular, followed by the PC or notebook, tablet, and smartphone.
  • The choice of which screen to use is driven by the context: where we are, what we want to do, and what device is within reach.
  • 38% of our daily media interactions are done with a smartphone.
  • Tablets are primarily used at home and their main function is entertainment.
  • We’ve also become quite accustomed to using multiple screens at the same time, with the combination of the TV and our smartphone being the most popular.
  • The TV no longer holds our full attention; 77% of users are using another device at the same time.
  • Smartphones really have become the backbone of our media use.

The implication for insurance agents is the need to go beyond traditional phone and email communication options. Agents need to be thinking about the type of screen clients might be using when they want to make contact with the agency.

With Internet-connected TVs becoming more popular, is it beyond the realm of possibility that your client could use that screen to access their information on your website? What about tablets and smartphones? At a minimum, your Web presence needs to be automatically adaptable to whatever screen size is accessing your site.

What you don’t see in the information above is a high percentage of desktop access. This is a significant change from just a few years ago. People don’t have to “go” to the Internet anymore. They carry the ability to access the Internet around with them all the time. This is especially true for younger consumers.

It’s important to consider screen size when you look to improve your customer service options. Being adaptable will allow you to better connect with your customers and provide a service experience they can enjoy—regardless of what device they use.

Steve Anderson provides information to insurance agents about how they can use technology to increase revenue and/or reduce expenses. He speaks professionally to hundreds of agents each year on the future of technology, the social web, and how insurance agencies can establish their Internet presence.

Please note: I reserve the right to delete comments that are offensive or off-topic.

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