While there were some (31%) who said they sometimes click on a mobile ad, very few (10%) did so regularly.

This was the case for older consumers as well. In fact, baby boomers were the least likely to engage with mobile ads. Nearly a quarter said they never did, while another 49% said they rarely did so. Just 4% said they clicked on a mobile ad at least somewhat often.

Meanwhile, ads promoting mobile apps tell a somewhat different story. The study found that when it comes to those types of ads, consumers are more engaged than with ads in general. But even that engagement rate is declining.

Some 52% of all respondents said they intentionally clicked on a mobile ad for another app, down from 57% in 2015. And while engagement levels with mobile app ads was relatively high, only 44% of those who clicked on such an ad actually downloaded the app.

That same study from App Annie and Button also found that apps are outdoing the mobile web when it comes to the shopping preferences of US smartphone users. (Read more about that on eMarketer Retail.)