Smartphone and tablet users in Germany, Italy and the UK responded more favourably to mobile ads than US device owners did, according to Q3 2011 research from Nielsen. With smartphone ads, in particular, users in Germany, Italy and the UK were significantly more likely than users in the US to take actions-click on ads, conduct research or make purchases. 

Only 20% of US smartphone owners went on to purchase via PC after seeing a mobile ad, compared to 34% of smartphone owners in Germany. Moreover, only 11% of US smartphone owners researched a mobile advertiser after viewing a mobile ad, compared to 27% of smartphone owners in Italy. Smartphone owners in the UK were less responsive to most mobile ad tactics than smartphone owners in the other two Western European countries studied; however, users in the UK still were more responsive than users in the US in every mobile activity category. 

US tablet owners tended to respond slightly better to ads on their devices than US smartphone owners. To illustrate, 16% of tablet owners went on to purchase at a store after viewing a tablet ad, compared to only 6% of smartphone owners. Also, 24% of US tablet owners clicked to view a full ad or product offering, vs. 11% of US smartphone owners. This could be due to a more aesthetically pleasing ad viewing experience on a tablet device. Also, smartphone owners are often using their device to accomplish a specific task in a short time period, whereas tablet owners are more likely to browse. 

The novelty of the mobile ad landscape in Western European nations could be a reason for better ad performance than in the US. Smartphones, tablets and mobile ads are newer to Western European consumers, which could account for the increased time spent and actions performed in response to mobile ads. 

The growth trajectory for mobile advertising in the US is steep as well. However, US consumers have already expressed both cynicism and indifference toward mobile ads. For instance, in January 2012, 42% of US smartphone owners told market research firm InsightExpress they either very much or somewhat disliked mobile ads; and 32% were neutral in their attitude toward them.