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IAB Mobile Devices Report Final

IAB Mobile Devices Report Final

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Published by TechCrunch
IAB, ABI Research
IAB, ABI Research

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Published by: TechCrunch on Jul 16, 2012
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12/04/2013

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© 2012 ABI Research
ScottsdaleNewYorkLondonSingapore
Mobile’s Role in a Consumer’s Media Day:Smartphones and TabletsEnable Seamless Digital Lives
An IAB Mobile Center of Excellence Research ProgramJuly 2012
 
© 2012 ABI Research
ScottsdaleNewYorkLondonSingapore
Agenda
1) “Sound Bites”2) Methodology3) Key Findings4) Analysis of Key Questions:
o
How does mobile usage impact (substitute or complement) other media usage?
o
How does mobile usage and impact vary for different consumer demographic orpsychographic segments?
o
How do consumers perceive mobile as a part of their daily lives?
o
What is the receptivity, interest and action towards advertising –across key usage andimpact scenarios identified?
o
What does this mean for members of the advertising and marketing ecosystem?
5) Supplemental Tables and Charts
 
© 2012 ABI Research
ScottsdaleNewYorkLondonSingapore
“Sound Bites”
 “Tablets do not only cannibalize print media, 24% of users watch less traditionalTV due to tablet based viewing. This is especially pronounced for Women.”  “77% of users interact with ads whilst using a tablet compared to only 53% onsmartphones.”  “Men are more likely to respond to ads and then purchase high quality goods,especially whilst using a tablet.”  “When people are at home relaxing and when on public transport are the primetimes when consumers are most receptive to ads; although in the case of publictransport, their general engagement is comparatively low.”** “Location is the 4
th
most important factor enticing smartphone users to interactwith ads after coupons, specific product searching, and favorite brands. It is farless important for tablet users who identify the sites they visited, apps they used,fun activities and daily routine as bigger factors than location when clicking onads.” 
** Note: The total available market is significantly smaller for users of public transportation in the US than the total available market of the general population.

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