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According to an eye-opening new report from the Interactive Advertising Bureau (IAB), nearly two-thirds (63%) of smartphone users worldwide use their device every 30 minutes or more, and over a fifth (22%) tap into their phones every 5 minutes.

This comes from the latest findings of IAB’s “Always On – A Global Perspective of Mobile Consumer Experience,” a comprehensive survey of smartphone users compiled from 18 countries around the world.

Respondents came from North America, South America, Asia, Europe, and Africa, and the majority of them, no matter their location, report that they access the internet via mobile web and mobile apps at least once a day (mobile web – 88% and mobile apps – 84%).

Per the report summary provided, awareness of advertising on both mobile web and mobile apps is high. Most smartphone users worldwide can recall seeing mobile ads within the first few days the ad was originally shown (90% on mobile web and 86% on mobile apps). Moreover, nearly half say that they took action after seeing mobile advertising, with the two platforms performing similarly in generating consumer response (45% on mobile web and 47% on mobile apps). These global averages are consistent with regional and country-by-country breakout findings.

The top consumer responses and reactions reported after seeing an ad on the mobile web or mobile apps are:

  • Remembering the brand advertised
  • Interacting with the ad
  • Visiting the website of the brand advertised

“These findings confirm the fact that omnipresent mobile usage is a worldwide phenomenon, which creates a tremendous opportunity for marketers,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video at IAB. “Digital advertising is making an impact and motivating consumers to action, whether they access the internet via the mobile web or mobile apps.”

Complete findings are available for download here.

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