A new survey conducted by Harris Interactive found that 47 percent of mobile app users say they click on mobile ads more often by mistake than they do on purpose. Meanwhile, in a related survey, 71 percent of mobile app users say they prefer ads that keep them within the app instead of taking them out of the app to a mobile Web browser.
That may call the whole cost-per-click model into question, although it should be noted that both surveys were conducted on behalf of Pontiflex, an e-mail and social acquisition platform that relies on sign-up advertising technology. Pontiflex works with sites such as Parenting Weekly and lets users sign up directly for marketing messages within the ad, while staying on the publisher’s site. The Pontiflex-enabled ads appear on areas such as registration "thank you" pages, sweepstakes sections and on the "Steals and Deals" page.
The Harris survey found that 61 percent of mobile app users ages 18-34 click on ads more often by accident than on purpose and that two-third of mobile app users select ads that contain coupons, deals or newsletters as their preferred in-app mobile ad type.