Over half of smartphone and tablet users said they never fully pay attention to ads on their devices when watching full TV episodes and playing games, according to a recent mobile survey conducted by Prosper Mobile Insights™ among smartphone and tablet users on their devices. 13.3% say they regularly pay full attention to advertising while watching TV on their device and 19.2% do the same while playing games. Ads found while surfing the web on a mobile device appear to get the most attention from mobile users:

Paying Full Attention to Advertisements on a Smartphone or Tablet

While Playing Games
Regularly: 19.2%
Occasionally: 30.5%
Never: 50.2%

While Watching Video Clips
Regularly: 15.3%
Occasionally: 42.9%
Never: 41.9%

While Watching Full TV Episodes
Regularly: 13.3%
Occasionally: 34.0%
Never: 52.7%

While Downloading Apps/Music/Etc
Regularly: 19.7%
Occasionally: 39.9%
Never: 40.4%

While Surfing the Web
Regularly: 35.0%
Occasionally: 37.4%
Never: 27.6%

Further, 1 in 10 mobile users (10.8%) say advertisements viewed on their smartphone or tablet regularly influence the products or brands they purchase. Another 4 in 10 (40.9%) say these mobile ads occasionally influence their shopping habits. 48.3% are not influenced by ads viewed on a mobile device.

Consumers appear more likely to seek out the information they need from retailers or brands. 80.8% say they use their smartphone or tablet to look for a product or service. 79.8% use their mobile devices to locate a store or store hours, 55.7% research specific products and 53.2% receive text messages with special offers. 1 in 3 (33.5%) uses a mobile device to scan QR codes.

Over half (52.2%) also regularly or occasionally play Angry Birds, and contrary to popular belief, 62.6% say playing this game makes them happy. Only 1 in 10 is actually angered by Angry Birds.

For a full report,click here.