Ads shown on Mobile devices Consumes 20% of your mobile data - Report

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At least a fifth of your mobile data is consumed by advertising - a situation that has prompted the rise of ad blocking software according to international research.

According to a research note from Strand Consult, 20% of data traffic on a smartphone is intrusive advertising.

?This is frequently traffic that subscribers don?t want and haven?t asked for. Video ads, in particular, slow the internet experience and can render in such a way to obstruct the actual content the user requests, not to mention burn out the device battery and run up the customer?s data charges,? Copenhagen-based Strand Consult said in a statement.

Mobile services make up 24.7% of household budgets, almost five times higher than the International Telecommunication Union (ITU) guideline of 5%.

Mobile advertising is big business as companies rush to place their ads on small screens. According to eMarketer, mobile advertising in 2016 will hit $100bn, accounting for more than half of digital advertising spend.