Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


IAB: Mobile devices generate strong ad engagement

Published on .

New York—Users of mobile devices tend to engage strongly with the ads they see, with the strongest engagement coming from tablet users, according to a study by the Interactive Advertising Bureau. According to the IAB's “Mobile's Role in the Consumer's Media Day,” 47% of tablet users said they engage with ads more than once a week, while 25% of smartphone users said they interact with ads at that same frequency. Once mobile-device users engaged with an ad, they were extremely likely to take action; 89% of tablet users and 80% of smartphone users did convert in some way following exposure to an ad on their devices. IAB's online study of mobile device users was fielded in May and June, with 563 respondents.
Most Popular
In this article: