Distinctions that are crucial to marketers and media agencies for reaching different age groups in the U.S. are identified in a study released today by the Interactive Advertising Bureau (IAB), the “IAB Digital Shopping Report,” a custom IAB analysis of Prosper Insight data. The report shows that younger adults, ages 18-34, are more likely to favor smartphones for retail activities than any other age group. While overall, consumers are more likely to purchase using a tablet (35%) than a smartphone (28%), this younger generation is more inclined to make purchases using their smartphones (43% vs. 35% on a tablet). In comparison, those 35-54 are more apt to use a tablet for their shopping needs and are more apt to make purchases on . . .
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