Mobile app ads rank as the most frustrating online ad format – study

In a digital landscape where users increasingly rely on their mobile devices, a growing concern has emerged: the overwhelming annoyance caused by mobile app ads. According to August 2024 data from Eyeo and The Harris Poll, 81% of U.S. internet users find mobile app ads to be the most frustrating form of online advertising. This sentiment outpaces dissatisfaction with other common issues, such as concerns over security (76%) and privacy (74%).

The study highlighted significant levels of frustration across various platforms. Connected TV (CTV) users reported that 69% found online ads to be “extremely, very, or somewhat frustrating.” Similarly, users of laptop/desktop browsers and tablet devices shared comparable grievances. However, mobile app ads remained the clear leader in consumer discontent.

The frustration with mobile app ads is amplified by the sheer amount of time consumers spend on these platforms. A forecast by eMarketer in June 2024 revealed that by 2025, U.S. consumers are expected to spend an average of three hours and 45 minutes daily on mobile apps. This figure represents a staggering 92.7% of their total mobile device usage time.

Despite mounting frustrations, advertisers continue to pour investments into mobile in-app ads. eMarketer’s January 2025 report projected a 13.8% growth in U.S. mobile in-app ad spending this year, reaching a total of $190.57 billion. This accounts for 82.6% of all mobile advertising expenditures.

The challenge for advertisers and app developers lies in balancing monetization strategies with user experience. As the digital landscape evolves, finding creative ways to deliver less intrusive and more engaging advertisements may become essential to maintaining consumer engagement and satisfaction.