A recent study by mobile ad network InMobi and comScore uncovered some good news for marketers: Consumers are getting more comfortable with seeing ads on their mobile devices.

Of the nearly 4,400 US mobile phone users surveyed, 38% felt mobile ads “serve an important purpose,” while an additional 25% stated they are getting accustomed to viewing mobile ads. While 10% of respondents described themselves as somewhat uncomfortable with mobile ads, only 12% felt they were intrusive.

Source: eMarketer