Research released by the Internet Advertising Bureau UK (IAB) shows the role that mobile and tablets play with traditional media. Interestingly 52% of smartphone owners said they had visited a non-mobile optimised site in the last month, 69% of consumers said this was a ‘frustrating’ experience.
IAB’s Senior Research Manager, Hannah Bewley said: “The fact that 59% of smartphone owners had been prompted by traditional media in the last four weeks to look for more information on products shows that mobile is the glue that holds other media together. The study emphasized the importance of optimizing sites so that consumers are able to browse your site, research your product and transact on the move. With 73% not looking for an alternative device if they reach a non-optimised site, brands without a mobile strategy are risking losing customers.”
