NEW YORK: Among mobile web users worldwide, more than one in three say they would agree to receive ads in return for free content, reports the US-based Online Publishers Association.

In Europe, claims the OPA, mobile ad-acceptance rises to 37% - and ten percent of that 37% actually made a purchase as a result of a mobile web ad.

Additionally, the study reports that 13% of web-enabled mobile users requested more information about a product or service and 11% followed through by viewing the product in a retail or e-tail outlet.

Hypes OPA president Pam Horan: "Consumers in every country are watching mobile ads and large numbers are being compelled to act. These figures are a clear indication that the mobile web is an effective advertising delivery platform and a potentially valuable source of revenue."

Full details of the global study, conducted by TNS, can be viewed by clicking here.

Data sourced from M&M Europe; additional content by WARC staff