智能手机正在成为其他媒体的连接器、延伸器，当用户在其他媒体上接触到相关的信息时，可能会触发用户通过手机获取进一步信息或采取行动的行为。
根据2012年3月，Google联合Ipsos MediaCT 和TNS Infratest 的报告，43%的智能手机用户每月至少1次使用手机来搜索他们在电视上看到的广告信息，同样高比例的用户，40%使用手机来搜索他们在店内看到的广告信息。
搜索杂志广告或户外广告的信息则相当没那么流行，但看起来会随着智能手机用户越来越习惯于掏出他们的智能手机去获取信息的行为加深而增长，当然二维码等的推动也功不可没。
58%的受访者表示他们在家中使用智能手机来研究产品，43%则在移动状态，31%则在店内，使得零售场所是智能手机用户采取行动的第一大场所。
同时，用户对手机设备上看到的广告的响应在2011年6月到2012年3月间，也发生了明显的变化，用户注意到的网页广告和APP广告比例在增长。而用户注意到的搜索引擎和零售网页上的广告则在减少。
这个变化反映出移动广告市场正在慢慢走向成熟，eMarketer预计2012年美国移动广告市场规模将达到26亿美元。目前移动广告的点击率高于PC，这可能是因为移动广告的新奇性。而随着用户对这种新奇的消失，营销者应该想法子发挥用户使用手机对其他媒体渠道的响应，或者提升用户对移动广告本身的响应度。
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