Digital Marketing Researches & Reports

A Global Perspective of Mobile Consumer Experience, June 2017 | IAB

Consumer Behavior | Global

Today’s consumers around the globe are living in an “always-on” world due to mobile devices and mobile internet access.

This study examines how consumers access, perceive, use, react to mobile advertising among global smartphone owners and mobile internet users:

  • 63% of smartphone owners globally use their mobile device every 30 minutes at least, third of these heavy users (22%) do so every 5 minutes.
  • 49% of smartphone users globally spend at least 3 hours each day on their mobile device, 22% of these users spend 6 hours or more.
  • The majority of mobile web and mobile app users access the internet via these platforms daily/multiple times a day, 88% & 84% respectively.
  • Remembering the mobile ads within the first few days the ad was originally shown, 90% on the mobile web and 86% on mobile apps.
  • 45% have taken a kind of action after seeing an ad on the mobile web, while 47% have done the same on mobile apps.
A Global Perspective of Mobile Consumer Experience, June 2017 | IAB 1 | Digital Marketing Community

A Chart Shows the Mobile Ads Perception Compared to a Year Ago


Data were driven from 3600 participators fielded in 18 markets, aged +18, smartphone owners, aware of and use the mobile web and/or mobile apps to access the internet on their mobile device.


The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, IAB accounts for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.

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