IAB Global Mobile Anthology—2013

The Interactive Advertising Bureau’s Mobile Marketing Center of Excellence (IAB Mobile Center) was established in December 2010 to unify, lead, educate, and evangelize mobile interactive media.  In addition to working on a broad array of mobile-related guidelines, best practices, research, and educational efforts, the IAB Mobile Center also works to build and maintain relationships with other IABs around the world, helping to coordinate our efforts around mobile. An important accomplishment on this front is the establishment of the Mobile Committee-Global, a forum for mobile staffers at the international network of IABs to come together regularly to keep one another informed of projects and market developments.  In 2012, the Mobile Committee-Global published a first-ever IAB Global Mobile Anthology.  Mobile interactivity is developing differently and at different paces in different countries.  This second edition of the IAB Global Mobile Anthology provides an updated snapshot of a number of the state of mobile in thirteen countries.

We have organized this document into regional sections. Representation in each is as follows:


  • Argentina
  • Brazil
  • Canada
  • Mexico
  • United States


  • Denmark
  • Finland
  • The Netherlands
  • Spain
  • Sweden
  • United Kingdom


  • Australia
  • New Zealand

In addition to these country snapshots, the anthology also includes data on smartphone and tablet users in China, drawn from a joint research project of IAB and the Interactive Internet Advertising Committee of China (IIACC).