Nearly three in four mobile users (74.0%) say they fully pay attention to mobile ads while browsing the Web, either on a regular (35.3%) or occasional (38.7%) basis, according to a recent survey from Prosper Mobile Insights.
In addition, 59.5% surveyed smartphone and tablet users say they regularly (26.9%) or occasionally (32.6%) pay full attention to ads they see while visiting social media sites on their devices.
Fewer mobile users fully pay attention while downloading apps or music, shopping, and playing games.
Below, other findings from the Prosper Mobile Insights survey.
Men pay more attention to ads, and are more likely to be influenced by ads
Men are more likely than women to regularly pay attention to mobile ads, particularly when surfing the Web (38.2% of men vs. 32.8% of women), watching video clips (17.8% vs. 12.6%) and, surprisingly, shopping (21.7% vs. 16.1%).
Moreover, 51.0% of men say ads viewed via smartphone or tablet regularly or occasionally influence the products and brands they purchase, compared with 43.7% of women who say the same.