According to a report by YouGov, based on a survey of 2,082 smartphone owners from YouGov's quarterly Smartphone, Mobile Internet, experience tracker, the majority of smartphone users tend to ignore the ads they see on their phones.
Indeed, as many as 79 per cent said that mobile ads are intrusive, while just five per cent said they are a good idea and welcome.
Adele Gritten, head of media consulting at YouGov, claimed that the results of the research emphasizes that mobile advertising is still an infant channel.
"The findings indicate that marketers and media planners have not got to grips with what mobile advertising can do, and how it might be used as tactical marketing ploy, or as a wider part of the media mix," Ms Gritten remarked.
"Those questions have not yet been fully addressed."
Posted by Simon Jones
