Ad Engagement on Mobile devices

Mobile value propositions vary by device type:

•  Nearly 70% of smartphone users saying they “won’t leave home without it.”
• Nearly 70% of tablet users reporting that their tablet is an “entertainment device.”
• Engagement on tablets surpasses engagement on smartphones. Across key dimensions – use/consumption, the receptivity and action related to advertising, and the activity of shopping – tablet users are more easily engaged.
• Although smartphones are more likely than tablets to be used outside the home, there is a clear reliance on their smartphones across high-value activities at home as well, for example while reading print media and watching TV 

With all these mini devices would it be possible to keep the users engaged on advertisements and convert them as customers?.  According to the IAB's report:

• There is a strong degree of ad interaction among tablet users, with nearly half (47%) saying that they engage with ads on that device more than once a week
• One in four (25%) smartphone users also said that they interact with ads at that same frequency
• Once these mobile device users engage with an ad, they are extremely likely to take action (80% smartphone users, 89% tablet users)

Nearly one-third of mobile device owners (30% smartphone users, 32% tablet users) said that they were likely to respond to ads that related to their current location. It is important to note, however, that “current location” often refers to home rather than somewhere on the go. In fact, 48 percent of smartphone users and 59 percent of tablet users say that they regularly conduct local searches on their mobile devices while at home in front of the television set.

Source:

http://www.iab.net/guidelines/508676/mobile_guidance/mobileusage

http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-071612_consumersurvey