Desktop ditching data shows brands need to embrace mobile ads, specifically video-based ones.
The survey from Prosper Mobile Insights shows seven out of ten mobile users complete at least one web-based activity on their smartphone or tablet in favour of traditional PCs, whether at home or on the move.
That's equivalent to 51.1 per cent only using mobiles to check their email, 45.3 per cent completing mobile-only web searches, and 42.3 connecting to friends on Facebook.
Further demonstration for the rise of the post-PC era comes as 34.4 per cent use mobile-only instant messaging services, 29.6 per cent use mobile banking, 25.4 per cent complete shopping actions and 14.8 per cent use Twitter.
Pam Goodfellow, consumer insights director, said: "With consumers opting for mobile devices instead of computers for many online activities, marketers need to hone in on their targets in the traditional as well as the mobile ad space.
"Retailers need to know which types of ads their customers are most receptive to, as some may pay more attention to mobile banner ads, sponsored stories, and videos."
11.2 per cent of consumers say they pay attention to sponsored story ads and links, ten per cent watch video-based ads that play before or after content, and 8.8 per cent are happy to view general video ads.
51.3 per cent say mobile video ads are favoured because they're more likely to grab attention, 34.5 per cent say they're more enjoyable than standard ads, and 30.4 per cent of mobile users say they can't click away without watching at least some of the footage.
If you think your business could do with a mobile ad strategy, click here to find out more on The Rich Media Future of Mobile Advertising.
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