Google (News - Alert) this week released a research report, which suggests that the U.S. way of life has been altered by the number of devices available. Indeed, most people have gone "multiscreen," switching between smartphones tablets, computers and televisions all at once.

According to Google's report, entitled "The New Multi-screen World: Understanding Cross-Platform Consumer Behavior," nine out of 10 people tend to use a variety of screens one after the other. Meanwhile, 77 percent of television viewers said they tend to do so with another device in hand — typically using a smartphone or tablet to perform online searches of what they see.


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Gai Pham of Google mobile ads marketing, in a statement, posed this example: "How many times have you started reading an email on your phone while commuting, and then continued it on your laptop when you got home? Or perhaps you saw a commercial for a new car and then used your tablet to search for the specs and see it in action?" Pham continued.

"If these things sound familiar, that's because they're all part of the new norm in multi-screen behavior."

Google states in the report that these findings should inspire advertisers to develop campaigns adapted to this obviously widely occurring trend. Google itself has likely learned a lesson from this research, as the company now participates in each of the devices mention, from Android (News - Alert) phones and tablets, to its Chrome OS, to the Google TV platform.

Indeed, Google has made headlines lately with its recent Nexus 7 ad campaign. In order to promote its own tablet offering, the company posted a simple ad for the Nexus 7 right on Google's front page, reaching potentially billions of users worldwide.

Google's report was compiled from research conducted in the second quarter of this year in the U.S. cities of Austin, Texas; Boston, Massachusetts; and Los Angeles, California.

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