We all want to spend our advertising funds in the most efficient way possible and after reading this, you’ll probably want to stick to mobile advertising or add it to your budget. Nearly three in four mobile users (74.0%) say they fully pay attention to mobile ads while browsing the Web, either on a regular (35.3%) or occasional (38.7%) basis, according to a recent survey from Prosper Mobile Insights.

Below, other findings from the Prosper Mobile Insights survey:

• Men pay more attention to ads, and are more likely to be influenced by ads
• Men are more likely than women to regularly pay attention to mobile ads, particularly when surfing the Web (38.2% of men vs. 32.8% of women), watching video clips (17.8% vs. 12.6%) and, surprisingly, shopping (21.7% vs. 16.1%).
• Moreover, 51.0% of men say ads viewed via smartphone or tablet regularly or occasionally influence the products and brands they purchase, compared with 43.7% of women who say the same.
• Most mobile users would not pay to remove ads on apps or social sites

If this doesn't convince you, total US mobile and social media revenues—including business and consumer content, access, and advertising and marketing—reached $45.38 billion in 2011, up 30.2% from a year earlier, according to new data from PQ Media. 

Additionally, though search and display continued to lead ad formats in 2011, mobile emerged as relevant category, increasing 149%, from $641 million in 2010, to $1.60 billion in 2011.

This growth doesn't look like it is slowing down either. "Mobile will also reach the $100 billion mark in 2015 faster than any other communications industry, driven by several key growth drivers, including strong growth in overall mobile device penetration, the transition to smartphones and tablets, the torrent of new mobile content launches, and the continued growth of consumer and business time spent with mobile media," said Patrick Quinn, CEO of PQ Media.