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Nearly two-thirds (63%) of smartphone users worldwide use their device every at least once every 30 minutes, according to an IAB report published today (June 13), with ad recall on such devices registered at 86% on mobile web, and 90% in-app.
The findings were released in the trade body study entitled ‘Always On – A Global Perspective of Mobile Consumer Experience’, which surveyed users across the globe and found that over a fifth (22%) tap into their phones every five minutes.
Respondents came from North and South America, Asia, Europe, and Africa with the majority of them reporting that they access the internet via mobile web and mobile apps at least once a day (mobile web – 88% and mobile apps – 84%).
Meanwhile, awareness of advertising on both mobile web and on mobile apps was high among respondents, with nearly half claiming they took action after seeing ads on such devices, with the two platforms performing similarly in generating consumer response (45% on mobile web and 47% on mobile apps)....
IAB research shows why mobile marketing matters.