Smartphone users strongly prefer free applications over paid apps, and are overwhelmingly willing to use ad-sponsored apps, according to a new survey conducted by Harris Interactive.

Sixty-one percent of smartphone owners polled said they do not want to pay for apps, and of that group, 88 percent they want an ad-supported free app over a paid application, Adweek reported.

"The strong customer preferences towards free apps supported by advertising highlights the importance of in-app social and mobile advertising," according to a release about the survey.

In terms of the type of ads, virtual rewards offers or interactive videos were preferred over standard banner ads by 60 percent of smartphone users, according to the survey.

"The social and mobile advertising solutions that are going to work are those that offer a unique and interactive experience for consumers and cater to a good user experience," Tamara Bousquet, a media industry professional, said in a statement.

When it comes to when an ad is displayed, 62 percent of all smartphone owners want ads to appear either through user initiation or during an organic break in the app's use, Adweek reported.

"[T]he survey findings reveal that the digital advertising industry needs new creative advertising formats for social and mobile platforms to keep with consumer preferences," according to the release.