IAB UK: Mobile and the Media Day

This piece of research looks at 500 mobile media users usage of mobile media by day part to understand what, why and when they are accessing content on their phone. The research also covers the way consumers are multi-tasking mobile media with other media- and why.

  • Consumers are using mobile media as part of their daily routine. Having a mobile presence is a hygiene factor.
  • Brands need to ensure their site works on mobile, it's become part of good customer service
  • Mobile presents brands with different opportunities throughout the day-make sure your offering fits with what consumers need.
  • Mobile should be considered in all advertising campaigns as a potential response mechanism
  • Brands will benefit from thinking 'mobile first' rather than mobile last, to keep up with consumer demand.