The new multi-screen world: Understanding cross-platform consumer behaviour

This paper describes research which sought to understand how consumers in Latin America, and particularly Argentina, 'multi-screen' across different devices, and what this means for the path to purchase.

The new multi-screen world: Understanding cross-platform consumer behaviour

Daniel FinderIpsos, ArgentinaGonzalo BarbieriGoogle, Argentina

In the late 1990s, AG Lafley, CEO of P&G, first talked about the "Two Moments of Truth." He argued that the first moment occurred at the store shelf, when a consumer decides whether to buy one brand or another. The second takes place in the home, when the consumer uses the brand –and is delighted, or isn't. Lafley's words generated a significant change in how companies and brands reached out to consumers. It drove increasing attention to the point of sale and drove many...

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