As the habit of pulling out a phone to respond to ads takes hold, some media are enjoying faster uptake than others. According to March 2012 research from Google, conducted by Ipsos MediaCT and TNS Infratest, 43% of smartphone owners used their device to search in response to television ads at least monthly. Nearly as many, 40%, searched in response to ads they saw in stores.
Searching based on magazine ads and out-of-home ads like posters was less common, but seems likely to increase as smartphone owners get more and more used to pulling out their device to get information—increasingly prompted in these media by 2-D barcodes, as well. Read the rest at eMarketer.