Companies investing in mobile internet marketing are being urged to rethink their advertising strategies after research found that many consumers find mobile web ads irrelevant.
According to research carried out by IT and business services company Logica, 42 per cent of mobile internet users believe mobile advertising is "relevant to no-one".
Of those questioned, 41 per cent said they would be happy to receive advertising content that is relevant to their interests.
However, 50 per cent said that poorly-targeted ads have deterred them from using their phone to access the web.
Logica said that while mobile internet use is growing rapidly, many advertisers are struggling to take advantage of the opportunities it presents.
"The mobile internet market stands at the tipping point of consumer usage, but it lacks the maturity and unity necessary to capitalise on the available revenue opportunity," said Elaine Doherty, principal business consultant at Logica.
Writing in his Alertbox column last month, independent consultant Jacob Nielsen said website usability is also proving to be a sticking point in terms of mobile internet usage.