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UK Insights

How do you research products?

Claire Davies

Former editor and head of content

Digital 21.11.2014 / 12:00

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Mobile is the top device for product info amongst 16-34 year olds

Research released by the Internet Advertising Bureau UK (IAB), conducted by Kantar Media, shows how consumers are using mobiles and tablets in the purchase journey and the relationship that they have with traditional media.

The survey, which had a sample size of over 2,000 GB smartphone owners aged between 16 - 70 years old, revealed that 81% go on the internet via an app or browser daily, and this rose further to 90% for those aged between 25 - 34. The research shows that the mobile phone was the number one device for smartphone owners aged between 16 -34 when looking up product information, followed by a laptop.

Traditional media was a trigger for consumers to do more research on their mobile phone about a product or service, with 59% claiming they were prompted by traditional media to follow up on their smartphone or tablet in the last four weeks. TV was the largest traditional media trigger for smartphone action, with 43% looking up more information on either their phone or tablet after seeing something on TV, compared to 28% for newspapers, 25% for outdoor and 21% for radio and magazines.

52% of smartphone owners said they had visited a non-mobile optimised site in the last month, 69% of consumers said this was a 'frustrating' experience.

Source : Kantar Media

Editor's Notes

The data in this article comes from the results of a 15-minute online survey using Kantar's LightSpeed Panel. The survey was platform neutral and could be answered on PC, Tablet or mobile. The sample consisted of 2,001 GB smartphone users, aged 16-70 years. The data was weighted to be representative of the UK general adult population. The survey was supplemented with an online community forum, comprising 12 people who did three tasks over three days. The results were gathered between 5th-18th September 2014.

You can download the full report from the IAB Website, or contact us for more information.

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