IAB: Mobile devices generate strong ad engagement

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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.
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