People apparently like a clean mobile experience. If the findings of a MillwardBrown AdReaction Study 2012 are accurate mobile ads are among the least liked of all ad formats. The following chart comes from Marketing Charts which repackaged the MillwardBrown findings shows that mobile ads keep company with the likes of some forms of spam email with regard to being liked. Ouch.
So why are people more tolerant of ads elsewhere? It’s could be that they simply accept the ideas of ads on TV and in other media. We are used to it and it is expected. Mobile is a relatively new player and it emboldens consumers to call for a cleaner and less cluttered experience or at least the ability to create an experience of their choice.