Abstract:

From smartphones and tablets to laptops and television, 90% of all media interactions [in the USA] today are screen-based. We took a closer look and discovered that there are two distinct ways people move among screens to get stuff done: simultaneously and sequentially. This study shows how these two modes of interaction trigger specific behaviours such as online shopping, and which devices people are using at the various stages of these interactions." (New Multi-Screen World, partner of Ipsos). Our aim is to get a deeper knowledge about this consumer in Argentina, as well as other countries in Latin America, and also make some comparisons to developed countries, such as USA, Spain and Australia.