IAB UK: Mobile and Online Journey Observation

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.


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