Mobile Ads Survey: Most Users Ignore Ads on Phones

Cell phones and other mobile devices are prominent means of communication for many Americans. So it makes sense that advertisers would try to take advantage of a new way to advertize. Mobile ads, however, have been criticized for being intrusive, poorly designed, and not very effective. Do mobile users even notice these ads, and do they find them annoying or effective?

mobile ad

Mobile Usage

In Ask Your Target Market’s latest survey, 28% of respondents said they own smartphones. 5% own tablets, 4% own iPods with internet capabilities, 9% own another type of mobile device, and 9% own multiple types of mobile devices. Of those respondents who own mobile devices, 70% said they’ve noticed ads either in mobile apps or a mobile browser.


55% of these respondents said they don’t really pay attention to these ads. 47% said they are annoyed by mobile ads, 27% believe they are intrusive, 12% said they are interesting and informative, 7% said they are confusing or difficult to read, and 6% think they are visually appealing.

Clicking Ads

Regardless of their various opinions, many respondents have actually clicked on these ads, but maybe not because they really wanted to. 20% of respondents said they have purposely clicked on an ad within a mobile application, and another 48% said they have clicked on one on accident. While using web browsers on a mobile device, 21% said they have clicked an ad on purpose and 36% said they have clicked one on accident.

Mobile ads might not be as effective as other types of advertising, but the industry is still evolving and adapting to new technology. The widget below shows the results of the survey in full. Be sure to click “open full report” for full details.

Photo Credit: iPhone ad from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on February 14 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.