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I think it is safe to say the majority of you have your smartphone device within arm’s reach right now. But what about your tablet? As the growing number of these various devices gets integrated into our everyday lives, our attention spans are turning to more than just our smartphones. Last week, we had the privilege of attending a webinar hosted by the IAB to get a sneak peek at their latest research report on how mobile is changing media consumption. Conducted with ABI Research, the report explores the way consumers interact with the essential (and not so essential) devices in our lives and the mobile ads that are featured on them.

 

Get the full report here and check out some of our key highlights from the presentation below:

  • Consumers consider smartphones to be a mission critical device for life — 70% won’t leave home without it, whereas tablets are treated as a media consumption hub – 70% report tablets as an entertainment device
  • Mobile devices enable a seamless digital life—smartphones serve as an always-on-my-person device (69% never leave home without it), tablet users regularly reach for their device regardless of location (68% use it for entertainment)
  • After viewing a mobile ad: 80% of smartphone users take some sort of action (38% investigate a specific product or service and 37% receive a coupon) and 89% of tablet users take some sort of action (46% make a purchase)

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