• by Mark Walsh  @markfwal, September 20, 2012

On the eve of the iPhone 5’s launch, mobile ad firm Mojiva released the results of a study showing that 70% current iPhone owners plan to upgrade to the latest model. The Sept. 6-10 survey of about 1,000 iPhone users in the U.S and U.K. each, also found 42% here have owned their current device for less than six months, compared to 52% in the U.K.

Among other study findings:

--More than two out of five U.S. and U.K. respondents (43 percent and 41 percent, respectively) currently own an iPad. Nearly two-thirds of U.S. respondents (6%) will own or intend to purchase a new iPad within the next six months, compared to 66% of U.K. respondents.

--When asked what one thing they would like to see more of from the ads on their iPhone, nearly half of all U.S. and U.K. respondents (47% and 46%, respectively) stated they would like to see more mobile ads that include discounts and special promotion offers.

--More than two-thirds of both U.S. and U.K. respondents (68% and 71%, respectively) stated that they would be more likely to interact with ads on their iPhone that are based on their previous browsing history.