Parents Go Mobile for Holiday Shopping
An IAB Study

IAB explores how smartphone-owning parents with children ages 12 or younger planned to use their devices for the holiday season, in a new study entitled Parents Go Mobile for Holiday Shopping, conducted by IAB. This report also explores kids’ access to smartphones and how parents discover mobile apps for their kids. In addition, we also asked how the mobile content, including apps and games, that kids consume on smartphones influences or inspires purchases in the physical world.