IAB Mobile Phone Shopping Diaries


“The IAB Mobile Phone Shopping Diaries,” research reveals that mobile advertising is a key driver of smartphone and feature phone shopping. This is second only to convenience, with survey participants agreeing that the proximity and capabilities of their mobile phone often make it “the easiest way” to carry out a particular shopping activity. This study was conducted by On Device Research, gathering smartphone and feature phone users to create detailed “day in the life” diaries of their mobile phone shopping behavior, followed by participation in an in-depth survey.

Linking digital marketing to brick-and-mortar shopping, “The IAB Mobile Phone Shopping Diaries” also offers a snapshot of how mobile users employ their devices during the shopping process:

  • Finding product information (28%)
  • Finding store locations (18%)
  • Comparing prices (12%)
  • Purchasing digital content, such as apps (9%)
  • Purchasing other items, such as physical items and tickets (5%)