The document discusses the evolution of cross-screen consumer behavior, emphasizing the growth of mobile-only and cross-screen users, with significant statistics highlighting demographic trends. It reveals that 70% of digital users are now cross-device, particularly among women aged 25-49 and adults aged 18-24, who dominate mobile usage. Marketers are challenged to create consistent and engaging experiences across multiple screens as consumer behaviors shift towards increased mobile device engagement.

1. CROSS-SCREEN
CONSUMER BEHAVIOR: DECODED

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The online, connected digital universe that accesses the internet via PC and mobile devices is growing, and will
continue to grow as device adoption, multiple device ownership, and access to faster network connections develop
around the globe. Consumers are becoming increasingly comfortable moving across a number of devices to stay
connected and consume content. In fact, consumers often complete tasks and consume media across multiple
devices throughout a single day.
As a result, the intersection of these trends has changed the way users connect. Now, the next phase in this
evolution is how brands become more strategic with mobile and“chase the rabbit,”aligning advertising and
messaging when users“hop”from device to device.
The challenge for marketers is to understand how to communicate effectively with today’s cross-screen customers
and uncover the right opportunities to reach them. This report is designed to educate brands and marketers on the
new world of cross-screen users; who they are, the types of content they are consuming, and how they are most
likely to use a specific device (over another). The statistics and data are becoming quite compelling for a mobile-led
world. For example, of women aged 25-49, 80% are cross-screen users and 11% are mobile-only users, making this
demographic the largest spending time on mobile.
Takeaway:
We live in a world of multi-screens, multi-platforms, and multi-devices – from smartphones to connected TVs to
phablets to wearables – and new users and applications are emerging to help maintain the growth of how we are
connecting with consumers in new ways. The messaging and marketing across these devices still needs to be clear,
consistent, and engaging. Because, however you refer to it, it’s still about creating consistent experiences,
independent of the mediums we use in our daily lives.
The insights here are based upon analysis of mobile measurement firm comScore’s Multi-Platform product, and
Millennial Media’s global platform observations across thousands of mobile ad campaigns.
EXECUTIVE SUMMARY
Additional findings:
The total digital universe that accesses the internet via PC or mobile device has grown four percent in the last
year to 201 million users. The mobile-only user base has grown at 9x this rate and PC-only users have decreased
at 11x this rate.
PC & Mobile users ages 18-24 grew nine percentage points in the year, while their time spent on smartphones
grew 20%.
Mobile technology is helping baby boomers jump to a mobile only (and non-PC) world. Mobile users aged 50+
have grown their number of cross-device users in the last year by 19%, while the number of aged 50+ PC-only
users decreased 19%.

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0%
20%
40%
60%
80%
100%
The digital universe that accesses the internet via PC or mobile device has grown to over 200
million people in the U.S. alone. As the number of connected adults has grown, so have the
amount of cross-screen users. In fact, 70% of digital users are now cross-device, up from 63%
a year ago.
Since April 2013, the digital universe has grown 4%. Mobile only users have grown at 9x this rate, while PC only users have
decreased 45% during the same period.
THE CROSS-SCREEN UNIVERSE
This report will follow four main demographic groups throughout the report: adults 18-24, men 25-49, women 25-49, and adults 50
and over. Men and women 25-49 have the largest percentage of cross-screen (PC and mobile) users, an average of 79%. 62% of
adults over the age of 50 are cross-screen, but this group has the smallest percentage of mobile only users (2%). Conversely, adults
18-24 have the largest group of mobile only users, 15% of this demographic.
Women
25-49
Adults
50+
Men
25-49
Adults
18-24
Multi-Screen Users by Demographic
Digital Universe
Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2013 & 2014.
15%
18%
11%
7%
15%
2%
36%
Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014 and April 2013.
Adults 18+: 201M Monthly Users 4%
13%
Total Mobile Users: 160M
Smartphone: 128M
Tablet: 35M
17%
Total PC Users: 181M
PC & Mobile users over the
age of 50 saw the largest
increase, up 19 percentage
points year-over-year.
PC users over the age of 50
saw the largest decrease,
down 19 percentage points
year-over-year.
19M
36%
40M
45%
Mobile Only Mobile & PC PC Only
Mobile Only Mobile & PC PC Only
141M
16%
62%
67%
80%
78%
9%

4. While there are 141 million cross-screen users in the U.S., the amount of time spent on each
device is different, and varies further by demographic.
TIME SPENT ACROSS DEVICES
Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2013 & 2014. Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2013 & 2014.
In 2014, the amount of time spent on smartphones
surpassed PCs, in terms of both total minutes spent and as a
percentage of total time. Time spent on smartphones grew
7% year-over-year, while time spent on PCs decreased 8%.
Tablets grew slightly at 2%.
Women 25-49 spend more time on both smartphones and tablets than any other demographic (55% smartphones, 13% tablets).
Time spent on smartphones grew for all demographics year-over-year, while time spent on tablets grew the most year-over-year
for adults over the age of 50, growing 87%.
Share of Monthly Digital Minutes by Audience
Share of Monthly Digital Minutes
While the total time on digital devices has grown 12%
year-over-year, time spent on PC has decreased 6%.
Time on smartphones and tablets has grown at triple
and double the overall rate, respectively.
TotalTime Spent by Device
Minutes
Smartphone
Tablet
PC
Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2013 & 2014.Smartphone Tablet PC
10%
20%
30%
40%
50%
60%
January 2014January 2013
January 2014January 2013
0% 20% 40% 60% 80% 100%
44%
32%
49%
56%
35%
44%
55%
41%
29%
55%
12%
13%
10%
15%
10%
Total Audience
Adults 18-24
Men 25-49
Women 25-49
Adults 50+
350B
107B
499B
472B
134B
470B6%
35%
24%
Smartphone Tablet PC
Time spent on tablets
grew 87% year-over-year
for users over 50.
Time on smartphones
grew 20% year-over-year
for users 18-24.
Users over 50 also showed
the largest decrease in time
spent on PC, down 13%.
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5. Time spent across devices varies by content. For some categories, the majority of time spent
is on PC, while other content is accessed on mobile first. Regardless of the mix of devices,
digital users are accessing all types of content across different screens.
Six content categories see 50% or more of their time from mobile devices. Based on 2013 data, Retail content was previously
accessed via primarily PC, but recently crossed over to see the majority of time spent in this category on mobile. Health, News,
and Sports content are also poised for a mobile majority.
MOBILE CROSS-SCREEN CONTENT
Cross-Screen Behavior by Content
Total Digital
Automotive
B2B
Business/Finance
Food
Games
Health
News
Retail
Social Media
Sports
Streaming Radio
Travel
TV
Weather
0% 20% 40% 60% 80% 100%
76%
80%
62%
58%
50%
55%
47%
28%
56%
5%
68%
67%
44%
31%
5%
8%
2%
15%
5%
6%
14%
11%
6%
16%
11%
11%
12%
9%
19%
12%
36%
27%
45%
39%
39%
61%
38%
79%
21%
22%
44%
60%
Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014.Smartphone Tablet PC ≥50% Mobile
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15% 24% 61%

6. We’ve seen how engagement varies by demographic and content, and now we’ll combine
the two to see how different demographic groups spend their time in certain content
categories across devices. Certain key groups skew more heavily towards mobile for certain
content, while the opposite is true for others.
TIME SPENT ACROSS CONTENT
Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014.
Smartphone Tablet PC
Women
25-49
Adults
50+
Men
25-49
Adults
18-24
0%
20%
40%
60%
80%
100%
1%
23%
3%
74%
27%
2%
72% 38%
60%
37%
2%
61%
Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014.
Smartphone Tablet PC
Women
25-49
Adults
50+
Men
25-49
Adults
18-24
0%
20%
40%
60%
80%
100%
46%
25%
17%
58%
10%
44%
36%
11%
53%
47%
17%
36%
Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014.
Smartphone Tablet PC
Women
25-49
Adults
50+
Men
25-49
Adults
18-24
0%
20%
40%
60%
80%
100%
82%
74%
18%
8%
16%
2%
85%
8%
7%
75%
21%
4%
Source: comScore Multi-Platform and Mobile Metrix, U.S.; January 2014.
Games is a category that has a mobile majority across all
demographics, averaging 83% of time spent on mobile
devices. Within the category, adults over the age of 50 spend
the highest percentage of time playing games on tablets.
Games
For streaming radio, smartphones are the leading device
across all demographics, averaging 80% of time spent.
Tablets follow, averaging 16% across all groups.
Radio
Business & Finance content is accessed via smartphones
more often by adults 18-24, as this mobile savvy group is
likely more comfortable with mobile banking and
payments than other demographics.
Business & Finance
For Retail content, we see more differences in time spent across
devices for each demographic. Women 25-49 and adults 18-24
spend more than 50% of their time in Retail content on mobile
devices. Women 25-49 and adults over the age of 50 spend the
highest amount of time in Retail on tablets.
Retail
Smartphone Tablet PC
Women
25-49
Adults
50+
Men
25-49
Adults
18-24
0%
20%
40%
60%
80%
100%
65%
47%
35%
18%
10%
25%
70%
17%
13%
65%
25%
10%
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7. On the Millennial Media platform, a number of advertisers effectively run mobile campaigns
targeting users across devices.
MILLENNIAL MEDIA CROSS-SCREEN DATA
JEEPWINSWITH MOBILE-FIRST CROSS-SCREEN CAMPAIGN
RESULTS
The campaign reached a unique audience of 1.4 million cross-screen viewers
Over 57% of all impressions reached the same user across multiple screens, demonstrating strong unique user reach and accuracy
CTR increased by over 43% on PC ads when we reached the same user on their mobile device first
Jeep and Universal McCann collaborated with
Millennial Media to develop an integrated approach
for Compass/Patriot to deliver their message across
all screens, through one unified campaign. Jeep and
Universal McCann tapped into Millennial Media’s
PATH Cross-Screen Advertising suite to reach their
target audiences across all touch points, which
provided message accuracy, at scale.
OPPORTUNITY
STRATEGY
Jeep was looking to increase awareness and consideration of the
refreshed Patriot and Compass models by driving qualified consumers
to Jeep.com to learn more about the latest releases.
Source: Millennial Media, 2014.
Brands in seven different verticals have run cross-screen campaigns since January 2014. The Automotive vertical has seen success
leveraging this campaign targeting. For example, Jeep was able to leverage the PATH Cross-Screen Advertising suite to reach their
target audiences across all touch points.
Verticals Running Cross-Screen Campaigns
AUTOMOTIVE TECHNOLOGY TELECOMMUNICATIONS RESTAURANTSFINANCE HEALTH: FITNESS
&WELLNESS
RETAIL
By combining third-party auto-specific audience data with Millennial Media’s unique multi-screen
device-matching technology, Jeep delivered their engaging creative to each viewer as they
moved between devices – ensuring they hit in-market consumers from multiple touch points.
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8. SUMMARY & REPORTING METHODOLOGY
The insights here are based upon analysis of mobile measurement firm comScore’s Multi-Platform product, and Millennial Media’s
global platform observations across thousands of mobile ad campaigns.
The study uses data sourced from comScore’s audience analytics products, including Media Metrix, Media Metrix Multi-Platform, and
Mobile Metrix. Powering these products is comScore’s Unified Digital Measurement™ methodology, which combines person-level
measurement from the 2 million person comScore global panel with census informed tonnage of consumption that accounts for
100% of a media property’s audience.
comScore Methodology:
• Media Metrix Multi-Platform U.S.; February 2013, April 2013, and January 2014
• Mobile Metrix 2.0; comScore’s Unified Digital Measurement; February 2013 and January 2014
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Report Methodology
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About Millennial Media
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