IAB reveals ad receptiveness by tablet, smartphone users


U.S. mobile users are getting used to seeing ads on their devices. A recent survey by Prosper Mobile Insights found that 74% of mobile users pay full attention to ads on their device – broken down to over a third (35.3%) who “regularly” pay attention to mobile ads and 38.7% “occasionally”. A new study from the Interactive Advertising Bureau looks deeper and reveals that mobile users are also acting on those ads, once spotted. The IAB’s Mobile Marketing Center of Excellence report, “Mobile’s Role in the Consumer’s Media Day”, surveyed 552 U.S. consumers who use a smartphone at least once a week and 563 U.S. tablet users who also are on their device at least once a week.


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