According to a study conducted by Yahoo!, 84% of consumers simultaneously interact with two screens at once while a quarter of mobile users interact with mobile, TV and PCs at the same time.
Yahoo! claims its APPetite study highlights the need for the mobile internet experience to reflect that of a PC, in order for that experience to be considered useful.
When users found the mobile internet experience provided by a brand poor 44% blamed the brand over the mobile network, implying marketers wishing to engage with users online have to consider the quality of their online presence on mobile.
As the popularity of mobile apps continues to grow, the research showed that while apps were driving usage and boosted brand innovation, long-term mobile engagement depended on optimised mobile internet experiences.
John Tigg, head of mobile, Yahoo!, said: "There is now genuine consumer excitement over what possibilities mobile media can provide, and brands must quickly respond to take advantage of this."
Jon Mew, head of mobile, IAB, said: "The role that mobile plays in consumers' lives has evolved significantly over a number of years, but it's only been in the past 12 months where we have truly seen a change in understanding and engagement.
"It's now vital that companies deliver an engaging mobile experience – and that mobile advertising is an integral part of all campaigns."
The research surveyed 2,004 UK mobile media users aged between 16 and 65.
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