Users of the latest mobile gadgets – smartphones and tablets – respond well to advertisements on them, according to a new survey from the Interactive Advertising Bureau.

The survey found that 47 percent of tablet users and 25 percent of smartphone users engage with an ad at least once a week. Eighty-nine percent of tablet users and 80 percent of smartphone users said they take action after engaging with an advertisement.

This latest report also tracked how and why people interact with mobile technology. For example, smartphones are seen increasingly as a daily essential item, whereas tablet users said they use their devices more for entertainment purposes.

"Both tablet and smartphone users show an impressive interest in mobile advertising," Anna Bager of IAB said. "The key for marketers is looking at how consumers use these devices in different ways, and tailoring brand messages and strategies accordingly."

When it comes to ad engagement, the report found that time of day affected mobile device use, with early morning, midday and evening being the most popular times.

Additionally, the survey found that about 30 percent of smartphone and tablet users responded to ads related to current location, especially when the mobile device was used at home. Pointing to the increasing value of multi-screen advertising, many users said they engage with content on a mobile device while watching television.