Following the launch of Androids first ad blocker app, its high time to ask how unhappy mobile users are with the advertising theyre being served. 

Enter Millward Brown, with its AdReaction 2012 report, which found that 36 per cent of consumers will tolerate ads on mobile sites – and 34 per cent in apps – as long as the sites and apps are free. Among the 18-34 age group, who might have grown up with mobile advertising, the number of users happy with ads is much higher – 55 per cent for sites, and 65 per cent for apps.

Only 17 per cent of UK smartphone or tablet users feel favourably towards mobile ads, compared with 34 per cent for online display ads, 46 per cent for print ads in newspapers, and 55 per cent for TV ads.

Hardly great news for mobile advertisers, but its not all bad – 31 per cent are favourable towards tailored and localised ads, where weve always known mobile advertisings strengths lie. And even more encouragingly, 29 per cent of UK consumers are wiling to share location data in return for more tailored, relevant services and offers.

“Mobile ads are around four times more effective than online ads at increasing brand awareness, message association and purchase intent, according to our AdIndex for Mobile,” said Angela Whitelaw, commercial director, media & digital, at Millward Brown. “However, current attitudes towards mobile marketing are not very positive, so there remains a significant opportunity for marketers to improve how they use mobile technology to connect meaningfully with consumers. And because attitudes are mixed, having one monolithic mobile strategy will not work – marketers need a deep understanding of what different audiences are thinking, and tailor their approach accordingly.”

Attitudes toward mobile ads are more positive in emerging markets, including Nigeria and Kenya (48 per cent favourable), India (43 per cent) and South Africa (30 per cent).