Australians noting increased quantity and intrusiveness of mobile ads, but not seeing a uptick in relevance

July 7, 2017 9:29

Australian mobile users think the number of ads appearing, and intruding, on their time on their devices is increasing, a survey of smartphone behaviour by the IAB has suggested.

The Global Perspective of Mobile Consumer Experience report surveyed 3,600 smartphone users across 18 countries and found 64% of Australians think the quantity of ads has increased on the mobile web (an increase of 52% on the year prior) and 46% of Australian users think the ads are becoming more intrusive (up by 31% from last year).

When it comes to mobile apps, the figures are similar, with 59% noting the quantity of advertising had increased within apps (up 50% from the last survey) and 49% saying the ads were increasingly intrusive (up 37%).

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Paul Wallbank

Paul Wallbank was news editor at Mumbrella between June 2017 and June 2019. Previously he's covered business and technology issues for outlets ranging from The Australian and Sydney Morning Herald to the ABC and Business Spectator.

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