Compete has released a new Smartphone Intelligence survey which found that advertisements in mobile apps have a better chance of influencing consumers than do ads on mobile websites.

More than half of the smartphone users polled (52 percent) said that they remember ads they see in mobile applications, but only 40 percent could make the same claim about the ads they see on the mobile Web. The divide increased when respondents were segmented by the mobile platforms they use, with Android and iPhone users claiming better recall for in-app ads over mobile Web ads in even greater numbers.

Given the popularity and demographics of each platform, the mobile advertising industry should take note of Compete's conclusions.

“If the behaviors of iPhone and Android users – who have more experience interacting with different forms of mobile advertising – are indicative of where the industry is headed, we’re starting to see what forms of advertising could be most effective moving forward,” said Danielle Nohe, the director of technology and entertainment for Compete.