A new study has found that smartphone users in South Korea are highly engaged by in-app ads. Research from June 2016 on the use of smartphones in the country found that over two-thirds of users clicked on in-app advertising. When the study was split by gender, it showed that over 70% of females clicked on the ads whilst only 64% of males did the same. However, another aspect of the study, which looked into the reasons why people clicked on the ads, showed that 68% of people said they clicked on them by accident, and only 1.4% did it to purchase the product advertised. According to eMarketer, levels of engagement for in-app ads are dependent on the app's category, with shopping, games and social content being the most effective.