LONDON -SINGAPORE -DUBAI
OnDeviceResearch
June 2017
Always On –A Global Perspective of
Mobile Consumer Experience
Objectives and Background
Today’s consumers around the globe are living in an “always-on” world due to the ubiquity of mobile devices
and mobile internet access. IAB (US) and its Mobile Marketing Center of Excellence, in conjunction with 17 IABs
from around the globe, aims to uncover the latest trends of mobile behaviors and perceptions, particularly
among global smartphone owners and mobile internet users. This study examines how consumers access and
use the mobile internet and how they perceive and react to mobile advertising.
Specifically, the key interests lie in understanding and comparing the usage pattern of mobile web and mobile
apps to access the internet among smartphone users across the participating countries.
The main objectives for this research project are to:
oUnderstand consumers’ mobile internet usage and perceptions toward the experience on mobile web and
mobile apps.
oExamine whether there are differences in consumer reaction and perceptions to advertising on these two
mobile platforms.
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18 countries participated in
the research, 200
representative smartphone
owners from each country.
All respondents must access
the internet via mobile web
and/or mobile apps.
When referencing global
average or regional average
throughout this report, the
results are derived from the 18
participating countries.
See Appendix for more details
on methodology and sample
specification.
Takeaways
The global mobile adoption and usage is prevalent. Mobile devices are an integral part of consumers’ daily
lives.
usage includes any and all different ways a mobile device can be used, from making calls, to checking the time,
to accessing the internet.
mobile device every 5 minutes.
minutes. This frequent usage is most prevalent in Brazil (78%) and Argentina (73%).
Mobile usage is not only frequent, it also commands a bulk of consumers’ time each day.
spend 6 hours or more.
31%, and 29% respectively using their mobile device for 6 hours or more.
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