Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits, comScore, October 2011.
their desktop computer or laptop to connect online. Now, a growing number of consumers are likely to access a wide variety of digital content across a multitude of devices on a daily basis. With smartphones, tablets and other connected devices, consumers have become digital omnivores not just because of the media they consume, but also in how they consume it. Cross-platform consumption has created a vastly different digital landscape, and it is one that requires insight into both the individual usage of devices as well as the nature of their complementary use. As consumers move toward an increasingly fragmented device diet, stakeholders across the industry are confronted with a growing number of questions, challenges and opportunities. What is the extent to which these devices have penetrated and are changing consumers media consumption habits? How does one efficiently and effectively reach these digital omnivores in a meaningful way? As this report analyzes the impact of devices that connect consumers beyond the computer, it aims to shed light on the direction of the ever-evolving digital media landscape.”
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