20% of mobile owners say mobile ads have influenced a purchase

“48% claim mobile and PC advertising have influenced a purchase decision (compared to 55% from mainstream TV advertising).

This influence is directly relating to brand sales both on and offline, with a fifth of respondents stating mobile advertising influenced their subsequent in-store purchase and 21% stating it influenced them to buy via their mobile.”

via Econsultancy using data from the UK Mobile Media Consumption Report for Q2 2012