The influence of mobile and social on tech purchases is surprisingly high, according to an IDG Research Services survey. More than 9 in 10 tablet users and 72% of smartphone owners look for product reviews with their devices, and purchase-related activity was 70% or higher for both groups. Seeing a mobile ad drove 43% of consumers to the research phase, 21% to purchase. The survey also found that social media exposure had a positive effect on tech buying as well. "Mobile usage has been soaring for a while but advertising has not. This research is a wake-up call for marketers," says IDG Global Solutions president Matthew Yorke.