Today’s consumers want the experience from desktop to mobile to tablet to flow smoothly, and they definitely notice when this fails. A study released from Adobe and reported by Ad Week explores the cross-device preferences of consumers, finding that 66 percent of device owners get frustrated when content is not synchronized across devices. What is the biggest cross-device group? Millennials. Adobe found that 90 percent of Millennials polled switch devices mid-activity—higher than Gen X (76 percent) and those 55 and older (58 percent). When shopping, 20 percent of consumers said they switch devices (this figure is 34 percent among Millennials).
On average, consumers use 3.1 devices (of their total 7.2 devices) daily. Millennials have 7.7 devices, using an average of 3.3 daily. Smartphone ownership was the most popular device, at 92 percent. Further, 26 percent told Adobe that they own two or more smartphones. With so many touch points, personalization can be a monumental task. Yet consumers want a personalized experience regardless of device. In exchange for this personalized experience, Adobe found customers are more willing to part with personal data; 90 percent of device owners polled said they would be comfortable sharing at least one piece of information about themselves to improve their experience. Demographically, 94 percent of Millennials would do this, 98 percent of Gen X and 86 percent of those 55 or older.