Smartphone users are unusually responsive to advertising, according to survey results Google has released. And this could be because searches on smartphones are weighted toward finding local information.

Forty-two percent of users click on mobile ads they like, found the Mobile Movement: Understanding Smartphone Users survey. Of those, 49 percent go on to make a purchase, while 35 percent visit the advertiser's site, and 27 percent call the business in question.

Third-party market researcher Ipsos OTX questioned 5013 adult smartphone Internet users at the end of 2010.

The results also claim that 82 percent of smartphone users "notice mobile ads," but that's a rather muddy phrase; being aware of ads on a page is not a guarantee of reading them, for example.

More: http://www.pcworld.com/businesscenter/article/226477/