JiWire: Consumers embrace mobile advertising

A new survey conducted by JiWire indicates that mobile ads are not only effective, but actually embraced by the consumer, according to Mashable.

Of the 1,000 users polled, more than 50 percent claimed that they have acted on an advertisement in an application. In addition to that, 18 percent also claimed to have made a purchase directly from an ad in an app store. Seventy-six percent of users indicated that they would prefer to use an ad-supported app than paying an upfront fee for it.

With the popularity of location-based games like Foursquare and Gowalla, it should come as no surprise that 53 percent of mobile users were also willing to share their location to receive relevant advertising.

"People have a completely different perception of mobile content and advertising when they're on the go compared to when they're at home or in the office," said David Staas, senior vice president of marketing at JiWire, according to Mashable.

Despite JiWare's findings, most businesses are still skeptical of mobile advertising - according to a recent report from Omniture, only 22.7 percent of businesses use mobile marketing.