Mobile advertisements are starting to take root with U.S. consumers, according to new data.
Research from the Interactive Advertising Bureau (IAB) revealed that nearly half of tablet users tap, view, get more information or respond to a mobile ad at least once a week, with a quarter of smartphone users doing the same.
The study found mobile device users are doing a lot more than just reading ads. After viewing an ad, nearly 90 percent of tablet users and 80 percent of smartphone users take action, which includes investigating a product or service, receiving a coupon, visiting a local business, signing up for a newsletter or actually making a purchase.
"Both tablet and smartphone users show an impressive interest in mobile advertising," said Anna Bager, vice president and general manager of the IAB's Mobile Marketing Center of Excellence. "The key for marketers is looking at how consumers use these devices in different ways, and tailoring brand messages and strategies accordingly."
According to the study, both tablet and smartphone users are most receptive to mobile ads during leisure time at home and on public transportation.
Tablet owners are least open to mobile ads while working from home and while at work, while smartphone users are most likely to stay away while in the car or doing activities outside the home.
When it comes to the type of ads, the research found that mobile device users are most likely to respond to ads and coupons about items for which they are shopping.
The study was based on surveys of 552 U.S. consumers who use a smartphone at least once a week and 563 U.S. tablet users who also are on their devices at least once a week. The surveys were equally split among men and women.