Mobile adoption and usage is prevalent in Ireland and Globally. Mobile devices are an integral part of consumers’ daily lives.

26th October, 2017

IAB Ireland, as part of the wider IAB family participated in Research in May of this year to understand the latest trends of mobile behaviors and perceptions. The research was conducted by OnDevice Research across 18 countries.

 Specifically, the objectives of the Research were to:

    Understand consumers’ mobile internet usage and perceptions toward the experience on mobile web and mobile apps.

   Examine whether there are differences in consumer reaction and perceptions of advertising on either platform.

Below are some of the key findings – the full report can be found here: A Global Mobile Consumer Experience (Full Report)

and a shorter version presented at IAB MoVi can be found here: A Global Mobile Consumer Experience

 

Mobile usage is not only frequent, it also commands a bulk of consumers’ time each day.

59% of smartphone owners in Ireland use their mobile device at least every 30 minutes (63% global), with 25% in Ireland report using their mobile device every 5 minutes (22% global).

 Just over half 52% in of smartphone users in Ireland spend at least 3 hours each day on their mobile device (49% global) and 23% in Ireland spend 6 hours or more (22% Global).

 

Awareness of advertising on both mobile platforms is high.

 38% Ireland (45% global) have taken some sort of action after seeing an ad on mobile web, while 46% Ireland (47% global) have done the same on mobile apps.

 

Consumers perceptions of mobile advertising exhibit both improvements and challenges – this is similar across markets and is the same on mobile web and mobile apps.

 Smartphone users worldwide report having seen improvements in ad loading speed and creative quality on both platforms.  However, there were consistent concerns across the globe about increased quantity and intrusiveness of ads.

 

Awareness of advertising on both mobile platforms is high though and many have taken action after seeing an ad.

 38% Ireland (45% global) have taken some sort of action after seeing an ad on mobile web, while 46% Ireland (47% global) have done the same on mobile apps.

 

Consumer’s preference towards using mobile web and mobile apps varies by type of activities and type of content.

 Generally speaking, mobile web leans towards functionality and utility, whereas mobile apps skew personal and social. So for instance Mobile web is preferred for accessing information about education/work, travel, and news, whilst Mobile Apps are preferred for entertainment content, such as music, videos and gaming, and for messaging and social networking.

 

Any further queries, please contact maeve@iabireland.ie

 

 

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