Do you click on web page advertising? A certain percentage do. What about your iPhone? Do you click on iPhone ads? A smaller percentage do. Much smaller. A study from Chitika Research:

Of the 92 million impressions cited in the study, approximately 1.3 million (1.5%) came from mobile browsing. While non-mobile held steady with a 0.83% clickthrough rate, mobile as a whole pulled a mere 0.48% – just over half of the average.

What about smartphones?

Of the five major smartphone operating systems – Google’s Android, Apple’s iPhone, Microsoft’s Windows CE, Palm OS, and Research In Motion’s BlackBerry – iPhone ranked the worst for clickthrough rate at a dismal 0.30%. iPhone also accounted for the bulk of mobile hits, at 66%.

I take some of those stats with a grain of salt, particularly the CTR. We’ve used Chitika advertising on Mac360 for a few years, and it ranks as one of the worst performing ad services available, only slightly better than Yahoo! Publisher.