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<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #298:
Multi-screening</span><br>
<!-- Make sure you modify the date of the 4Cast in this section -->
<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">September 5th, 2012</span></p>
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<p style="text-align: justify;font-size: 16px;
font-family: arial; line-height: 110%;"><img
class="alignleft wp-image-3036"
title="multi-screen"
src="cid:part4.02010003.08080300@oplin.org"
alt="" width="120" height="97">If you have two
or more monitors hooked up to your computer, you
are <em>not</em> multi-screening. No,
multi-screening is a relatively new term that
refers to people using a variety of devices with
screens throughout the day, the primary types of
screened devices being smartphones, tablets,
desktop computers/laptops, and televisions. And
Google has just released a study of <a
href="http://services.google.com/fh/files/misc/multiscreenworld_final.pdf">The
New Multi-Screen World</a> [pdf] with some
interesting findings that are well worth knowing
as you think about your library's presence on the
Internet.
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.mediapost.com/publications/article/182032/the-netflix-effect-in-a-multi-screen-world-being.html">The
Netflix effect: In a multi-screen world, being
seamless is the next big task</a>
(MediaPost/Steve Smith) "As Google is right to
point out, the real impact of devices is that
people are pursuing and continuing activities
across screens. It speaks to the basic device
agnosticism that consumers are experiencing more
perhaps than the media and marketing companies
serving them really are providing. They see
these digital information sources and tools as
contiguous even if they really aren't in most
cases."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://news.cnet.com/8301-1035_3-57502842-94/are-you-a-screen-juggler-youre-not-alone-google-finds/">Are
you a screen juggler? You're not alone, Google
finds</a> (CNET/Elinor Mills) "Ninety percent
of all media interactions were on a screen of
some type or another, which leaves 10 percent
for radio and print versions of newspapers and
magazines, the study found. And our smartphones
are crucial. We may use them for shorter
stretches of time than we use the TV, personal
computer or tablet - but we are gravitating to
them more and more frequently."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://googlemobileads.blogspot.com/2012/08/navigating-new-multi-screen-world.html">Navigating
the new multi-screen world: Insights show how
consumers use different devices together</a>
(Google Mobile Ads Blog/Phil Farhi) "It's
important to understand both the sequential and
simultaneous multi-screening patterns.
Sequential screeners will start interacting with
you on one device and then pick up where they
left off on another, so making experiences
seamless between devices is key. Additionally,
cross-media campaigns can help you make the most
of consumers' simultaneous usage across
screens."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://techcrunch.com/2012/08/29/if-content-is-king-multiscreen-is-the-queen-says-new-google-study/">If
content is king, multiscreen is the queen,
says new Google study</a> (TechCrunch/Ingrid
Lunden) "That effectively means that while your
total content experience perhaps doesn't need to
be designed for a smartphone experience, at
least the initial part of it should be, and that
part should be integrated with how that content
might be used on other devices - so, for
example, watching a film first on a phone and
then finishing it on a TV, or starting a
shopping experience on a phone and finishing it
on a PC."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Olympic
fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">Comcast
found that their average Xfinity customer watching
live streams of the London Olympic games online
used 2.4 devices.
</div>
<div style="text-align: left;"> </div>
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