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

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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