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Mobile Ads Drive Action

Technology Consumers Are Devoted Web, Video, and Mobile Users

IDG Research Shows How Much Digital Is a Part of Consumers’ Lives

IDG Research Services surveyed more than 3,100 visitors to IDG technology media sites in the U.S., such as PCWorld, Macworld, CIO, and Computerworld, to determine information consumption behaviors.  The research—“The Echo Effect: Understanding the Value of Tech Buyers”—underscores the power of social media, the widespread use of mobile devices, and the reliance on video to make purchase decisions.

Though advertising on mobile devices significantly lags consumer use of the devices, users are influenced by mobile ads. In the survey last summer, tech consumers noted that they have taken the following actions as a result of seeing a mobile ad on their smartphone in the past six months: researched a product (43%), looked for a product in a retail store (28%), clicked an ad (22%), and purchased a product (21%). The percentages were even higher among tablet users.

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