And if you think that is a lot, 22% of users now check out their phones every five minutes.

Worldwide, it doesn’t matter. We are addicted to our mobile devices. According to the Interactive Advertising Bureau (IAB), 63% of smartphone users operate their devices at least once every 30 minutes. And as indicated, 22% of users now check out their phones every five minutes according to the IAB.

These findings confirm, according to Gavin O’Malley writing in Digital News Daily (061417), that mobile use has become a ‘worldwide phenomenon’ according to Anna Bager, SVP/GM mobile and video at IAB.

A whopping 90% of smartphone users recall seeing ads within the first few days of it being shown on the mobile Web, while 86% recall seeing ads within the first few days of them being shown on a mobile app.

On the mobile Web, nearly half of users reported taking some sort of related action after seeing mobile ads. The top consumer responses reported after seeing an ad on the mobile Web include remembering the brand advertised, interacting with the ad, and visiting the website of the advertised brand.

The IAB’s findings are from 18 countries, including the United States earlier this year.

Driving mobile engagement worldwide, the IAB cites improvements in ad load speed and creative quality on mobile web over the past year Also of note, the IAB finds that consumers are increasingly using the mobile Web for different pursuits.

In general, people tend to rely on the mobile Web for functionality and utility (including search), while they prefer apps for entertainment and social activities.