According to a new study released by the Interactive Advertising Bureau, mobile advertising is an important driver of smartphone shopping activity and the majority of respondents (70%) found mobile ads as a welcome personal invitation from brands, rather than an invasion.
Additionally, when asked why they performed a particular mobile commerce activity, 22% credited mobile advertising for spurring them on — it was the second highest driver of activity. Half (51%) of respondents said they want the mobile ads they click on to let them browse the brand’s broader product offerings.
IAB and OnDevice Research conducted the study by interviewing 260 smartphone and feature phone users over a two-week period to determine what “a day in the life” looks like. The respondents were chosen with an eye toward gathering a representative sample.
What are people doing on their phones? The most popular activity, reported by 28% of respondents, was finding product or service information. Next (18%) searched for a store location. Comparing prices was the third-most popular activity (12%).
Surprisingly, 47% of mobile phone activity is happening at home, with 29% occurring while people are out and about, and 10% taking place at work. At home, the most popular activity was researching product or service information. However, 11% of price checking happens while people are out in a retail environment. While out and about, the most popular activity was searching for a store location. Twenty-one percent of mobile purchases occur while people are at work.