IAB: Mobile usage set to increase ‘dramatically’ by 2015

Natalie Steers
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New research from the Internet Advertising Bureau (IAB) has revealed that 69% of UK consumers expect their mobile usage to increase dramatically by 2015. 

The study, carried out in partnership with Crowd DNA and comprised of three global surveys interviewing over 2000 consumers and a panel of seven industry experts, showed that UK consumers are most emotionally connected with their mobiles (62%) compared to those surveyed in other regions. 

According to the figures, Brits prefer to use their devices to go online than to call/text, and are doing so much more than their US counterparts (59%).

Additionally, half of UK consumers (51%) said they were currently satisfied with their smartphone, in comparison to 26% of South Koreans, the figures showed.

Daily tablet usage and penetration in the UK (35%) is also higher than that of the US (31%) or South Korea (15%), with consumers in the UK expressing a greater connection with their device.

The study also showed that mobile wallet, mobile optimised websites and Cloud-based storage were ranked as the most appealing technologies to consumers with 74% of Brits citing the mobile as an “appealing new concept”.

IAB’s senior mobile manager, Alex Kozloff, said: “By combining consumer research and industry expert opinion, we have a unique insight into what we can expect from mobile in the next couple of years.

“It surprised us to see that the UK was actually leading the way in tablet usage out of the countries we surveyed. This is further proof that advertisers and publishers must make mobile and tablets an integral part of their strategy.”


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