38 per cent of mobile app users have searched for a brand on mobile after seeing out-of-home advertising, according to research by media agency Kinetic and mobile marketing agency Joule. 25 per cent of respondents said they had been prompted by Out of Home media to search for a brand on a mobile browser, while 17 per cent said they had searched for a branded app after seeing a poster campaign.

Kinetic and Joule also found that 43 per cent of respondents spend between one and three hours a day browsing the web via a mobile or using an app.

“The findings of this research support the notion of consumer addiction to smart devices. As with other habits it requires constant feeding irrespective of whereabouts which explains why mobile internet and mobile app usage is equally high between on the go and at home,” says Richard Metcalf, business development director at Kinetic. “We expect the integration of out of home media and digital marketing to be one of the key trends over the next decade, and our research reveals that posters already play a very significant role in pointing people towards branded apps and content accessed via the mobile web.”