The Interactive Advertising Bureau's Mobile Marketing Center of Excellence is touting their new study which shows nearly half of tablet users "engage with ads" more than weekly (and fully 25% of smartphone users do the same).
Then, when these users engage, 80% of smartphone users and 89% of tablet users will "take action."
Unsurprisingly, smartphone users seem to use the device for "on-the-go," quick-info purposes; while tablet users consider that device more of a entertainment and media hub [Note that online radio is a medium that could easily fit in either category!]
Anna Bager, VP/GM of IAB's Mobile Marketing Center of Excellence, commented, "The key for marketers is looking at how consumers use these devices in different ways, and tailoring brand messages and strategies accordingly." The IAB recently held its "IAB Mobile Marketplace: 'Make Sense of the New First Screen'" event in New York, where it released the study, called "Mobile’s Role in the Consumer’s Media Day." Download the complete report here.
IAB VP/Member Services Michael Theodore is confirmed to speak at our upcoming RAIN Summit Dallas, September 18.