IAB RealView is a unique piece of research that combines a survey of 1,400 UK smartphone owners with 600 hours of footage showing how people really use their connected devices and data from a mobile app that allowed people to track purchases and product research. The results give great insights and tangible recommendations for brands into how connected devices have impacted the purchase journey and how people swap between online and offline shopping when making purchasing decisions. The research shows exactly which marketing messages have influenced people and how their behaviour changes when shopping for low value or high value items.