IAB study claims over 45% of mobile ads generate consumer response

Nearly two-thirds (63%) of smartphone users worldwide use their device every at least once every 30 minutes, according to an IAB report published today (June 13), with ad recall on such devices registered at 86% on mobile web, and 90% in-app. 
The findings were released in the trade body study entitled ‘Always On – A Global Perspective of Mobile Consumer Experience’, which surveyed users across the globe and found that over a fifth (22%) tap into their phones every five mi