RealView - a focus on ABC1s

A focus on ABC1s who own a smartphone.

The IAB wanted to understand how ABC1s use connected devices, as well as the similarities and differences with C2DEs.

A key aspect of the IAB's RealView study was a quantitative survey of 1,376 smartphone owners. This report looks specifically at the data from ABC1s and the role that devices play in their daily lives, both in and out of the home.