Oops, I did it again, and again and again. Me and forty-seven percent of mobile application users who responded to a recent Harris Interactive survey click on mobile ads more often by mistake than we do on purpose.

That’s a lot of wasted coin-for-click and as Mobile Marketer points out in their review of the situation, it’s got to stop.

With the high incidence of accidental clicks, advertisers cannot continue to use traditional online ad units and measurement models – namely banners and click-through rates – as a way to deploy and measure the success of mobile campaigns.

We all know that each medium demands its own specialized form of advertising, and with it, system of measurement, but we continue to treat mobile as if it were just a tiny version of the internet. It’s not. People do things on their phones that they don’t do online and vice versa.

Starting on February 15, mobile Last FM listeners will have to pay $3.00 a month to continue their service. That’s less than most people spend on coffee or soda in a day so no big deal, right? Wrong. As expected, the response to the company’s blog post announcement has been mostly about people ready to jump to a competitor rather than pony up the bucks.

The refusal to pay for what they once got free is pretty common in the internet space and it’s becoming more and more of an issue as news outlets and video sites switch over to the paid subscription model. But what’s really interesting here is a line from Last FM’s post: