According to new research from Nielsen, tablet and smartphone owners in Germany, Italy and the U.K. are more likely than American device owners to make a purchase online via PC after viewing an ad on their tablet or smartphone. Meanwhile, Italian device owners are the most likely to click on an ad to seek out further information on a product advertised on their tablet or smartphone. Americans are the least likely to make a purchase on their smartphone after viewing an ad. Finally, U.S. tablet owners are more likely to click on a mobile ad or search for more information after viewing a mobile ad than U.S. smartphone owners.
Additional insights on mobile consumers can be found in Nielsen and NM Incite’s new U.S. Digital Consumer Report.