Consumers maybe spending over half of their time online using mobile devices, according to research undertaken by mobile advertising network Mojiva.

A three-month opt-in study of UK consumers found that 60% of respondents were spending over half their time using mobile devices to go online and that 58% had clicked on an advert at least once a week.

The most successful adverts were founding be ones that encouraged interactivity (30%), while animated banners were also found to be popular (20%), followed by video adverts (18%).

The least likely to stimulate any interest was found that expanding screen take-over adverts, with only 2% favouring this style.

Adverts for music acts were the most likely stimulus for attracting people to click through (32%), while social/dating companies were 13% and 12% said sport. Restaurant and bars was only 2% while traffic received 1%.

Almost half (48%) also said that mobile adverts prompted them to browse a website, while 45% said it led them to download a mobile applications, listen to music (40%), request more information (33%) and purchase a product (31%).