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9 out of 10 Internet users use their mobile to decide on a purchase

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9 out of 10 Internet users use their mobile to decide on a purchase

90% of mobile users use this device while watching television. One in four to speak on social networks and chat IAB Spain, the Association that represents the advertising, marketing and digital communication sector in Spain, has presented the VI Annual Mobile Marketing Study carried out by the Mobile Commission together with The Cocktail Analysis that analyzes the trends and evolution of the sector . Technological mobile phone directory karachi equipment and connectivity The rise of the smartphone continues to rise, reaching penetration levels of 87% of Internet users, which means 56% of the population in Spain. The dominance of Samsung (38%) against Apple (13%), Sony (12%) and LG (10%) continues, which in operating systems translates into the omnipresence of Android (79%), compared to iOS (13 %) and Windows (4%).

Internet access The user accesses the mobile or tablet internet for about 2 hours a day, especially on mobile phones, where 4G connections already account for 25% of the market. Access via App is consolidated compared to access via browser, keeping pace (7 out of 10 use both routes). Social activities continue to be the most relevant, gaining even more importance than in 2013, led by instant messaging (77%, growth 5 points), followed by email (70%) and social networks (63%). Mobile advertising: email and display 83% of mobile internet users access their email from their mobile phone at least once a week (5 points more than in 2013), and half check emails from brands and stores on a daily basis. In addition, it should be noted that three out of 10 users later open the mobile email on a larger screen. Regarding advertising formats, 1 out of every 2 users clicks on the ads, directly demanding a discount or accessing a page with more information.



Apps WhatsApp is the application most present in the consumer’s mind with 70%, followed by Facebook (50%) and Twitter (26%) on mobile. Instagram, YouTube and Chrome the most important uploads on mobile this year. Second Screen 90% of mobile Internet users use the mobile phone while watching television, while 79% use the tablet, the use of  Forex Email List networks and email being the main activities on second screen. Commenting on TV content on social networks or in instant messaging is already a habit for 26% of Internet users. Buys 9 out of 10 mobile Internet users use it on some occasion to decide a purchase, looking for characteristics, prices and opinions. Almost half (45%) have bought directly through mobile, mainly in leisure, travel, electronics and fashion. Search engines, advertising banners and having seen it in an app are the main stimuli.

Regarding the payment in an establishment using the mobile, there is still little penetration (8%), although a lot of recurrence. Pay at gas stations, department stores and restaurants stands out. Reviews In the words of Antonio Traugott, General Director of IAB Spain, ” a sixth annual study on the smartphone not only positions us as pioneers in the market, but also allows us to obtain a level of detail on the evolution of the mobile market that is essential for new business strategies ” . For Javier Clarke, director of Mobile & New Media at IAB Spain, ” we have gone from a simple mobile screen to unite the offline and online world. Understand how everything digital affects the purchase decision, TV consumption or any other activity traditional, is to understand the new user experiences and the new market order . “

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