One-Third of Smartphone Users Respond To Mobile Ads

A research study on smartphone usage patterns found that more than a third of high-use smartphone users respond to mobile advertisements, reports Mediaweek.

Interpublic Group's Universal McCann conducted the study earlier this year and presented detailed findings at the OMMA Mobile Conference this week.

The study polled 1,800 participants online who frequently surf the web with their mobile devices. "Smartphone users" are defined as those that download mobile content from the web at least once at day or close to it.

Smartphone users are clicking on ads (53%), requesting more information or a coupon (35%) and making purchases via their handsets (24%).

Some 82% of respondents report they use mobile devices at work. 81% use them while shopping.

Nearly one of every seven minutes of media consumption takes place on a mobile device, and six of every 10 consumers expect their mobile internet use to increase significantly over the next two years.