Device fragmentation is the phenomenon by which an increasing array of devices are used to access digital contents within websites and apps. Types of devices are:
mobiles / smartphones
video game consoles
Device fragmentation raises different issues for merchants, content providers, advertisers and digital marketers.
Digital content needs to be served to devices with different features and abilities and to an ever-increasing number of screens. Responsive web design and web apps are means to take up the challenge.
A single visitor or customer may also access a same content or offer via different devices within a day. It presents a challenge for cross-device identification and unified analytics.
Device fragmentation has also be named Splinternet by Forrester Research.
See also mobile device fragmentation.