Dive summary:

• According to a study from IAB and its Mobile Marketing Center of Excellence, 47% of tablet users and 25% of smartphone users engage with an ad at least once a week.
• After engaging with the ad, 89% of tablet users and 80% of smartphone users take action.
• Users said smartphones are more essential to their every day life, while tablets are used more for entertainment and media.
• Of users that have both a smartphone and tablet, 60% said that they prefer the smartphone for information when they're on the go, compared to 22% for tablets.

From the article:

Nearly half, 47 percent, of tablet users say they engage with advertisements more than once a week. That's according to a recent report from the Interactive Advertising Bureau and its Mobile Marketing Center of Excellence.

On the smartphone side, 25 percent of users said they have the same weekly engagement. Following ad engagement, 80 percent of smartphone users and 89 percent of tablet users take action, said the report.