MADRID: Spanish consumers are generally not averse to mobile advertising, with half having clicked on an ad and 70% of those reporting themselves satisfied with the experience, new research has shown.

The Seventh Annual Survey of Mobile Marketing, produced by IAB Spain in association with Repsol, polled 1,193 consumers aged 18 to 55 and found a surge in smartphone internet use, with users connecting for an average of 3 hours and 23 minutes a day, almost one hour more than 12 months earlier.

Tablet use, however, had declined by 15 minutes to 1 hour and 41 minute daily.

Consequently, the smartphone is now the leading internet connection device, being used by 85% of respondents every day compared to 67% using a PC and 45% a tablet.

Greater use of the smartphone to access the internet means greater exposure to mobile ads and the sectors that proved of most interest to consumers were technology, travel, movies & series, fashion, music, restaurants, and video games.

They were clicking on these ads primarily to go to a brand's website or in order to receive a discount on a purchase.

The survey also revealed that nine out of ten smartphone owners used their device as part of the purchasing process: finding product information (81%), price (78%) and opinions (72%) were the main activities.

More than half also used it to geotag a store (54%) or to scan QR codes/barcodes (53%).

Further, six out of ten had used mobile payment, mainly for the ease of use (41%) although around one in five reported doing so after a Google search (23%) or having seen the option in an app (19%).

The products and services most commonly purchased via mobile were travel (38%), leisure (38%), fashion (34%), technology (33%), culture (24%), beauty (17%), banking (17%) and household products (12%).

Data sourced from IAB Spain; additional content by Warc staff