The Value Of Following Consumers Over Multiple Mobile Devices

BlueAir interfaces on smartphone and smartwatch

Most online activities now begin with a smartphone, and users often use more than one screen simultaneously or move from one screen to another. Mobile screens now account for nearly one-third of the time users spend online. If your brand isn’t following consumers over multiple mobile screens, it should be. 


Consumers most often use multiple devices to access unrelated content. For example, they could stream a movie on a tablet while checking email on their mobile phone. Following activity on both devices allows you to get a more in-depth picture of your customers’ interests and habits.

Tablet use is primarily motivated by entertainment, while just over half of mobile usage is motivated by communication. Knowing how your customers use their devices allows you to target content that is optimized for both the device and the consumer’s motivation for engaging with that device.


Research conducted by Millward Brown found that when presented with a television ad, 38% of consumers would take action on a mobile device. Similarly, 36% of consumers would respond to a call to action from a print ad with their mobile device.

Furthermore, mobile devices are increasingly being used to consume content that was once traditionally relegated to PCs or televisions. For example, nearly half of all YouTube views now occur on mobile devices.


According to Harvard Business Review, consumers don’t think of apps as advertising. Since they value the functionality apps provide, they are also less likely to think of apps as intrusive compared with ads. That’s good news for marketers because apps are able to create new revenue streams while being more cost-effective than traditional advertising.

On average, users spend 82% of their mobile usage time on apps. Developing an app that provides your customers with unique value and convenience gives your brand an edge. Additionally, you can use apps to deliver short-term promotions. Adding a geolocation element allows you to send relevant promotions to your customer’s mobile device while they are physically close to or inside of your store.

Blueshift’s mobile SDK, API, and JavaScript library enable you to capture user interaction data from mobile apps and combine that with web data to get a holistic view of your customer. Additionally, you can include dynamic, personalized content for every user.

In 2018, smartwatches and fitness bands moved ahead of tablets in daily usage. Smartwatches also increased their penetration into the market, likely due to better integration with smartphones. Forbes now predicts that wearables will grow into a $9 billion industry by 2022.

Fashion designers have jumped on this trend to offer wearable technology that integrates with activity trackers. For instance, Louis Vuitton includes a proprietary app that recommends nearby restaurants and bars to its smartwatch users.

Wearables now represent one more channel you can use to reach your customers. Have you thought about how to integrate wearables into your marketing plan?


Along with offering apps that are compatible across devices, companies can now send personalized, rich push notifications with deep linking. Blueshift for mobile app marketing offers easy integrations with services like Branch and AppsFlyer. Following your consumers across multiple mobile devices will only become more critical as consumers integrate them into their lives. Is your business able to keep up?

Blueshift’s AI-powered personalization can help your business stay relevant across mobile devices. See how Blueshift can turbo-charge your iOS and Android mobile app marketing with precise segmentation, behavioral triggers, and product recommendations. Or, see the platform in action with one of our team members.