IAB UK: Mobile and Online Journey Observation

Posted by IAB Australia On May 22, 2012 Research & Resources

This study from the IAB examines the place of mobile and online in the purchase journey, from awareness to research to purchase. The research also considers the importance of digital devices in store, and the incremental effect both mobile and tablets are having on sales.

Key stats include:

  • Half of those following up adverts on smartphones, are sent there by TV.
  • Over a third of respondents use their smartphone in store.
  • Smartphone users are twice as likely to follow up on a product on mobile compared to in store.
  • Tablet owners spend 4 ½ hours a week browsing and shopping.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.