Mobile Industry Report: IAB – Mobile Online Journey Observation

The Mobile Online Journey Observation (MOJO) is a study tracking the stages smartphones and PCs are being used when making purchases. From the initial awareness of a product, through to the research and ultimately the purchase, smartphones are changing the way consumers shop.

The average time spent shopping by mobile users on their handsets if 2.2 hours, which compares favourably with 2.9 hours for PC users.

See IAB study below for more information, including a time spent breakdown of shopping via tablet devices.

For further details, please contact IAB.