Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
IAB Mobile Devices Report Final

IAB Mobile Devices Report Final

Ratings: (0)|Views: 21,001 |Likes:
Published by TechCrunch
IAB, ABI Research
IAB, ABI Research

More info:

Published by: TechCrunch on Jul 16, 2012
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less





© 2012 ABI Research
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
1) “Sound Bites”2) Methodology3) Key Findings4) Analysis of Key Questions:
How does mobile usage impact (substitute or complement) other media usage?
How does mobile usage and impact vary for different consumer demographic orpsychographic segments?
How do consumers perceive mobile as a part of their daily lives?
What is the receptivity, interest and action towards advertising –across key usage andimpact scenarios identified?
What does this mean for members of the advertising and marketing ecosystem?
5) Supplemental Tables and Charts
© 2012 ABI Research
“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
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.

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->