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Pew Research CenterAnd probably to no one‘s suprise, teenagers are the age group most likelyto be accessing the Internet, still outpacing older users, particularly thoseover 65, by a wide marginMobile Advertising: Size Doesn't MatterPosted 12 hours ago by David Murphy7inShareThe research found that consumers are receptive to ads on smaller mobile screens, as well as tabletsYuMe, whichprovides digital video advertising solutions, in conjunction with Decipher, a digital media research and consulting firm,has released the results of a UK-focused quantitative and qualitative research study of 1,500 respondents, examiningconsumer behaviour and reaction to advertising and content on mobile devices.The study reveals that advertising on mobile devices is playing a larger role amongst consumers, expanding toencompass brand experience, as well as its traditional role as a direct response platform.The study found that consumers are increasingly screen-agnostic when it comes to consuming content. 38 per cent ofrespondents accessed entertainment content on their smartphone; 34 per cent on their laptop, and 28 per cent on theirtablets.It also revealed that consumers prefer to consume content in the comfort of their homes, where they are also muchmore receptive to advertising. Even on smartphones, there is an almost even split in media consumption between athome (31 per cent); out and about (24 per cent); travelling (24 per cent) and work (21 per cent).Video advertising was found to deliver on advertising engagement effectively on any device, particularly in the homeenvironment. Pre-roll brand recall is 3.5 times higher than banner recall across all screens.Tablets are not bigger smartphones, the study concludes. They have emerged as a particularly key device in the home,akin to laptops, in which entertainment is being consumed, and advertising effectively delivered.Finally, the study found that, mobile delivers both as a branding experience and direct response platform. Whilesmartphones have traditionally been thought of primarily as a direct response platform, the study shows that advertisingalso works on smartphones for branding. However, the effect is often to inform later decision-making, rather thanimmediate purchase.―Our advice to advertisers is to throw away your screen-by-screen media planning rule books,‖ said Owen Hanks,general manager mobile, Europe, at YuMe. ―Our survey began with the assumption that the tablet is the ultimate81