A global study of smartphone usage found scant differences in consumer response to advertising on the mobile web vs. in-app ads.
The May 2017 Interactive Advertising Bureau (IAB) study found 47% of smartphone users worldwide took some sort of action after seeing an ad in a mobile app, while slightly fewer users (45%) who saw an ad on the mobile web took action. In North America, the figures were identical for in-app and mobile web advertising: 43%.
