Advertisers should stick to branded content and downloads to avoid " irritating" mobile phone users with their promotions, a study claims.

The report by media agency Universal McCann found that adverts displayed on mobile internet pages or shown in television clips annoyed 61 per cent of respondents.

"People always complain about things that are interruptive," said Tom Smith, EMEA research manager at Universal McCann.

"It still works in traditional media but in the mobile environment consumers have so much choice in where they source content from that they will go elsewhere if it detracts from the experience."

Smith added that users prefer something that provides a benefit, such as access to free branded content or to Bluetooth files and vouchers which they can choose to download.

"It is best to give stuff away like Coca-Cola gave away songs on iTunes, " he said.

Sponsored search results, vouchers and other opt-in downloads were popular with almost three quarters of respondents.

Unlike regular television viewing, users prefer adverts to play at the start of a clip rather than interrupt the programme in the middle.

The survey questioned 9,500 people with a mobile phone and an internet connection in 21 countries.