39% of UK consumers report location influences their decision to engage with digital advertising

Despite smartphones being the device we take with us everywhere, we spend more time browsing the web via our phones at home than anywhere else, with 49 percent of users spending more than 20 minutes per session on their mobile.

“Mobile advertising may be the fastest growing sector of the ad industry, but whilst there is a huge amount of data on how many ads are shown, the industry’s understanding of the role of location and context on mobile and cross-screen advertising has lagged behind.” said Greg Isbister, chief executive of BlisMedia. “With this report we wanted to take a detailed look at how location influences our online behavior and how, by taking location into account, brands and advertisers can create smarter, more engaging and more successful advertising. What this report shows is that advertisers absolutely can’t rely on a ‘one size fits all’ approach.”

Looking at ecommerce the report found that the purchase journey triggered by mobile advertising is taking place across multiple devices. Across smartphones, tablets and laptops, on average 58 percent of all transactions originating from a mobile ad involve at least one other device in order to complete the purchase process.