Mobile app ads are most frustrating to consumers

Key stat: Mobile app ads are the most frustrating online advertising format, according to 81% of US internet users, according to August 2024 data from Eyeo and The Harris Poll.

Beyond the chart:

• US consumers will spend an average of three hours and 45 minutes (3:45) on mobile device apps per day in 2025, nearly all (92.7%) of the total time spent with mobile devices, according to our June 2024 forecast.
• US mobile in-app ad spend will grow 13.8% this year to reach $190.57, 82.6% of total mobile ad spend, per our January 2025 forecast.

Use this chart: Marketers can use this chart to highlight the need to rethink the mobile app ad experience by potentially reducing ad frequency or using non-disruptive ad formats. They can also use it to justify investment in connected TV (CTV) advertising.

Related EMARKETER reports:

• How Consumers Perceive Ads (EMARKETER subscription required)
• Mobile Trends to Watch in 2024(EMARKETER subscription required)

Methodology: Data is from the November 2024 Eyeo and The Harris Poll study "Digital "Ad-tastrophe": Consumer & Industry Perspectives." 2,005 US internet users were surveyed online during August 12-26, 2024 by The Harris Poll. Respondents were both owners of a smartphone and a laptop/desktop.