• Search Engine Land, Wednesday, April 27, 2011 12:15 PM

When presented with a mobile ad, do nearly half of consumers respond by making a purchase? Though quite hard to believe, a new Google study -- conducted in partnership with Ipsos OTX at the end of 2010 -- found just that. Nearly as hard to believe, Google found that 42% of consumers respond to mobile ads by clicking on them, while the vast majority -- 82% -- at least notice the ads.

The study -- which found that mobile user fall into three categories, including action-oriented searchers, local information seekers, purchase-driven shoppers -- also found that 93% of smartphone owners use their phones within the home. Perhaps too specifically, 39% of respondents said they used their smartphones "while going to the bathroom." (Think about that the next time someone tries to hand you their new iPhone.)

Meanwhile, Google also found that smartphones impact purchases made through other channels. Among smartphone shoppers, Google said that 76% have bought in-store, 59% online and 35% on their phones.

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