Time, place and device all influence mobile ad interaction.
A research report from the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence has revealed how receptiveness to advertising and media consumption varies according to device, time and location.
According to the report, there is strong ad interaction from tablet users, with nearly half (47 per cent) saying they engage with ads more than one a week, while 25 per cent of smartphone users say they interact with ads at the same rate.
If those figures are surprising, then prepare to be stunned: once these mobile device users engage with an ad, they are extremely likely to take action (80 per cent for smartphone users and 89 per cent for tablet users).
Time of day also has a direct impact on how mobile devices are used. For smartphone users, the three most impactful media moments of the day are:

  • Early morning. When they first wake up, nearly 20 percent access social media.