40 Per Cent of Mobile Clicks are Worthless, says Tradmemob

40 per cent of clicks on advertisements from a mobile device are useless for marketers, according to a study released by app marketing platform Trademob, generating a conversion rate of less than 0.1 per cent. According to Trademob CEO and founder Ravi Kamran, mobile app marketers are demanding a greater level of accountability when it comes to ad spend. That’s down to accidental ‘misclicks’ (which make up 22 per cent of all ad clicks) – though the number of accidental clicks is dropping, apparently, due to increased device screen size and changing user behaviour.The other 18 per cent of clicks are overtly fraudulent – 56 per cent of which are the result of sophisticated botnet and client-side fraud, which typically involve hijacked devices on which viruses are installed, creating fake clicks that go unnoticed by the user.