Statistics released by Google have revealed that many people who use the internet on their smartphones are engaging with online marketing services delivered through the platform.

According to the company's survey, 82 per cent of mobile phone users noticed the ads they were served with, while half of users took some form of action, Search Engine Land reports.

The firm claimed that 42 per cent click on the ad, while 27 per cent contacted the business and 49 per cent end up making a purchase at some point.

It also found that 79 per cent of people are using their smartphones to help them when shopping, with almost three quarters of these making a purchase either online or in a store.

The results may also highlight the importance of developing a good search engine optimisation strategy for mobile sites, as seven per cent of respondents said that they used a search engine on their phone.

Earlier this month, an article on Econsultancy stated that UK firms must improve the usability of their mobile sites, as many users have experienced errors when visiting a company on their smartphone.

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