The IAB wanted to understand the impact that connected devices and the internet have on consumers lives and how we would be affected without them.

The IAB commissioned YouGov to run a quantitative survey, via their Online Omnibus which spoke to 2,049 people. Key results included: 

• The average number of devices per household has risen 12% since 2015
• 18-24's claim their smartphone is the household device they would be least able to do without
• Banking & finance is claimed to be the area of life most affected without the internet
• 75% have taken an action relating to Online Performance Marketing in the last 6 months