Website strategy should be segmented to focus on smartphone, tablet and desktop separately, according to recent Gartner research.
With changes in the way the Internet is accessed, marketers need to be aware of how users behave on different devices.
A recent Google survey into how people move between the screens of different devices identified three different motivations for using devices - finding information, communication and entertainment - with 40% of desktop users motivated by finding information.
With SEO and paid search, strategies should differ for each device - for example, it is vital to be in the first two ranking places on smartphone searches because it's requires an extra click or swipe to see 'below the fold' of the screen.
The time of day significantly influences not only device behaviour, but also the choice of device used. On Mondays to Fridays, people are more likely to use their tablet between 8pm and 9pm.
Design differences and navigation need to be considered partly because devices have different capabilities and menu structures. According to the research, marketers need to be aware of different load times, a factor which can frustrate users and drop conversion rates.