Nearly one-half of mobile apps users (47%) say when using apps, they click or tap on ads more often by mistake than on purpose, suggesting that click rates may not be the best measurement of mobile ad effectiveness, according to a survey from Pontiflex.

Younger adults are most likely to click by accident: 61% of mobile apps users age 18-34 click on mobile app ads by mistake more often than on purpose.

Below, other findings from the online survey conducted by Harris Interactive on behalf of Pontiflex, which explores consumers' perceptions of mobile advertising.

People don't want to be disturbed when using apps: 71% of adult mobile apps users say they prefer ads that keep them within the app they're using, instead of ads that take them out of the app to a mobile Web browser.

Younger women are the least tolerant of mobile ad disruptions: 78% of female mobile apps users age 18-34 say they prefer ads that keep them within the app they're using.

Free Apps Most Popular

Though 41% of adult mobile apps users use paid apps, most (95%) use free apps as well.

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Mobile App Users Click on Ads Mostly by Mistake

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