Measuring the Fat Fingers Problem
Reports of high mobile click rates seemed too good to be true. Industry watchers quickly adopted the “fat fingers” theory: that many clicks on mobile ads were accidental due to the small screen size mixed with clumsy hands and hard-to-avoid placements. Research from at least one mobile rich media and video ad solutions provider indicates there’s an element of truth in the theory. GoldSpot Media reported in October that 38 percent of clicks on static banner ads it served, and 13 percent of clicks on rich media banners, were accidental.