A third of mobile users in the US find adverts that offer custom information based on their location useful, according to a new report from Nielsen.

The study also found that 26% are more likely to look at ads if they have an ‘interesting’ video included and 20% enjoy ads with interactive features.

Nielsen’s US Digital Consumer Report for Q3-Q4 2011 examines how the digital landscape is evolving by tracking various categories such as smartphone usage, connected TV and social networking.

It found that 44% of US mobile subscribers own a smartphone and that there are 117.6m mobile internet users. 

M-commerce is also gaining a foothold, with 22% of mobile shoppers saying they had used their mobile to purchase a product in the 30 days prior to the survey and 9% had used the device to pay for goods at the point of sale.

When looking at what people are doing with their mobile phones, the report found that 5.5% of time is spent on social networking apps, 2.3% on music/video apps and 11.1% using the browser.

However, the most popular activities were still text messaging (13.4%) and using ‘other apps’ (55.8%).

Nielsen also tracked which online video sites are most popular and which internet activities garner the most time overall.

Combined with social media, blogging now accounts for the most popular online activity. NM Incite says it is tracking 181m blogs globally compared to 36m in 2006.

However, Blogger, WordPress.com and Tumblr received a combined 80.8m unique views in October compared to 139.1m for Facebook. MySpace only clocked up 13.4m, a whopping 63% drop year-on-year.