Smartphone users, no matter their location, access the internet via mobile web and mobile apps at least once a day (mobile web: 88% and mobile apps: 84%) according to “Always On – A Global Perspective of Mobile Consumer Experience,” an in-depth survey released today by IAB Global Research. This report was compiled from 18 countries around the world with respondents from North America, South America, Asia, Europe, and Africa.
Other key takeaways from the study include:
- 90% of smartphone users can recall seeing mobile ads within the first few days the ad was originally shown on mobile web and 86% on mobile apps
- Nearly half of survey respondents say they took action after seeing mobile advertising, specifically remembering the brand advertised, interacting with the ad, and visiting the website of the brand advertised
- Consumers use mobile apps for entertainment and social activities and mobile web for accessing information about education, work, current events and other relevant topics
The “Always On – A Global Perspective of Consumer Mobile Experience” study was released at the 2017 IAB Mobile Symposium in New York.