The proliferation of mobile or portable devices with an Internet connection has led to a dispersion of the attention of our target audience. But at the same time it is a great advantage, if we are able to integrate the multi-device strategy into our 2015 marketing plan. What is the advantage? Knowing when, how, where, why and through which devices our target connects allows us to communicate and interact with the right message at the right time. In 2015, the winning strategies will be those that take into account the extreme connectivity of Spaniards and the complexity of online behaviors of each segment.

We already knew that 72% of Spaniards have a smartphone, that 77% use a computer, and that almost 30% have a tablet for personal or professional use. The key to designing successful digital marketing strategies is understanding what you are using each device for based on time, place and your motivational state. Is it a good idea to launch an online shopping promotion that will be received on the way to work on your smartphone? Will we have the attention of our audience while watching the TV tablet in hand?

Ontsi studies: they continue to be one of the most reliable sources of information for learning about the behavior of Spaniards with respect to ICT, the use of the Internet and how the online channel participates in their purchases.
Consumer Barometer Survey, a powerful and rigorous wide-ranging study conducted by Google, in collaboration with TNS, Hive, and Graphic. One of its main advantages is that we can filter the data by  Senegal Phone Number List   country and by demographic criteria, by product category and by Internet use. To better understand how mobile devices participate in the purchase process, we can take the trip that Google proposes. Although there is no data available for Spain, it is also interesting to see what role the different communication channels play in online shopping.
In addition, with Google Consumer Survey, those from Palo Alto also provide us with tools to carry out our own online surveys easily.
Your target audience has more than one device

Single device users are already a minority, only 26%. But 55% use three or more devices. 24% of Spaniards use the smartphone more than the computer or tablet to connect to the Internet for personal reasons, and 40% access it indistinctly through one or the other device. A not inconsiderable percentage: in 2015 we should consider reviewing or investing in responsive websites, websites specially designed for smartphones or apps. A slightly higher percentage of Internet users use search engines more on the computer, 63% compared to 53% who use them on smartphones. In contrast, smartphones are used a little more than keyboard computers to watch videos, 49% and 43% respectively, and there is a tie in terms of access to social networks, 49%.

It is surprising to see that mobile devices participate in the purchase process in almost the same way as fixed devices, 31% consult information about products and 5% make purchases online, while 38% report through the computer and buy a 6%. kay, the computer may still be the king to close first online sales, touchscreens are at a disadvantage compared to keyboards. Despite this, on the one hand the data clearly tells us that we should design our advertising campaigns taking into account both smartphones and computers. On the other hand, we can focus our efforts on integrating mobile devices much better in the purchase process.

61% of Spanish Internet users use a computer, tablet or smartphone while watching TV. 88% of them use it for things that are not related to what they see on TV. On the way to work you read the news, watch an episode of your favorite series, or play Candy Crush. You answer a personal WhatsApp during a meeting. At lunchtime you catch up on Facebook and Twitter. Back home you look for a store where you can buy a gift, or you consult a recipe for dinner, or you answer your personal email. With the TV in the background, you choose your destination, look for the best price and book the Easter trip.

Laptops, tablets and smartphones move with our target and are geolocated. Technology allows you to know that a customer has gone out to eat near work, that he has just come home, or that he has entered one of our points of sale. You know that your computer is in front of you or that you have a smartphone that will notify you when you receive a new message via WhatsApp, Twitter, Facebook, LinkedIn, an app notice, an SMS or an email.

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