... resultant implications for marketers.
The study shows that, as multiple devices increasingly form an integral part of people's lives, switching between them is becoming standard practice.
In both countries, more than 60% of online adults use at least two devices every day, while a quarter (25%) of online Americans and a fifth (20%) of online Britons use three devices.
In both countries, more than 40% sometimes start an activity on one device only to finish it on another.
Although it’s easy to assume that people use all devices for all purposes, it transpires that’s not the case. GfK found that people feel a different connection to each device, and each plays a distinct role.
In general the smartphone is considered the go-to device; over three-quarters of adults who own one use it while they are out and about (77% in the UK and 76% in the US). It is always present and is used most commonly for communication and social activity.
Tablets, however, are viewed as an entertainment hub and often used at home, where nearly half the survey sample (50% of Britons and 43% of Americans) share their tablet with others.
The laptop or PC is primarily used as a workhorse, with 86% of UK and 80% of US online adult owners using laptops and PCs at home - primarily for important tasks like work or managing finances.
Read the original unabridged BlogGfK.com article.