ellipsis flag icon-blogicon-check icon-comments icon-email icon-error icon-facebook icon-follow-comment icon-googleicon-hamburger icon-imedia-blog icon-imediaicon-instagramicon-left-arrow icon-linked-in icon-linked icon-linkedin icon-multi-page-view icon-person icon-print icon-right-arrow icon-save icon-searchicon-share-arrow icon-single-page-view icon-tag icon-twitter icon-unfollow icon-upload icon-valid icon-video-play icon-views icon-website icon-youtubelogo-imedia-white logo-imedia logo-mediaWhite review-star thumbs_down thumbs_up

The 4 types of multi-screen users

The 4 types of multi-screen users Kelly Jones

Content grazers

Consumers who claim they are "multi-tasking" fall into this category. If you are watching TV while checking email on your mobile device, you are a content grazer. Content grazers are looking for quick moments of pleasure and distraction, and don't correlate their multi-screen activity.

Investigative spider webers

This type of content consumer uses screens to investigate further. If you are watching a football game and pick up your tablet to research football jerseys, you are participating in investigative spider webing. These consumers use their screens to branch off and do research. External content is the catalyst.

Social spider webers

Social spider webers use their screens to socialize the content they are consuming. Consumers who tweet or post about their solitary content experiences are social spider webers. This type of multi-screen user uses devices to share a consumer experience. An example would be someone tweeting about the Oscars while they watch it in their living room.


Quantum is the ultimate multi-screen consumer. This user handles their screens to enhance every moment and decision for consumption. An example of a quantum consumer is a person who takes a picture of an ad, emails it to themselves, and then purchases the product with a laptop or tablet. These consumers are all encompassing device users and don't differentiate between their life with or without screens.

Click here to subscribe to the iMedia YouTube channel for more exclusive content

"Group of four people in a row using their phones to writing or reading SMS isolated on white background" image via Shutterstock.

Kelly Jones currently heads up the global thought leadership research program at Microsoft Advertising, where she delves into the guts of human behavior and motivation in order to reveal new ways of thinking about engaging consumers within digital...

View full biography


to leave comments.