60% Of All Mobile Banner Ad Clicks Are Accidents

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According to a survey from mobile location firm Retale, 60% of clicks on mobile banner ads are mistakes. Users most often encounter banner ads when checking the news (65%), using social media (50%), playing games (47%), watching videos (45%) and listening to music (45%).

Consumer’s fat fingers have been a perennial problem for mobile advertisers. It’s a combination of the small amount of real estate available to advertisers on any given mobile device, as well as fingers slipping, or a hard-to-press close button.

After accidentally clicking an ad, most respondents said they felt annoyed (68%), frustrated (45%), or angry (22%).

“Mobile display spend will hit $18 billion this year,” stated Pat Dermody, president of Retale. “Given the investment and with the majority of mobile banner clicks done accidentally, brands, marketers and agencies should reconsider their mobile strategies.”

Regardless of how much users hate mobile banner ads, though, the industry does turn a profit.

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