Reports of high mobile click rates seemed too good to be true. Industry-watchers quickly adopted the “fat fingers” theory: that many clicks on mobile ads were accidental, and due to the small screen mixed with clumsy hands and hard-to-avoid placements.
Research from at least one mobile rich media and video ad solutions provider indicates there is an element of truth in the theory. GoldSpot Media reported in October that 38% of clicks on static banner ads it served, and 13% of clicks on rich media banners, were accidental. Read the rest at eMarketer.