[Priyanka]

How much do mobile users hate interstitial screens blocking their mobile browsing by urging them to down the native app instead? An overwhelming amount, judging by a study conducted by Google in July last year. Well, that and common sense when you think about the contrast between the aim of mobile computing (speed, convenience) and the point of interstitials (slow, distract). The ad giant has just blogged about the result of its study, saying it found almost two-thirds (69 per cent) of visitors served with an interstitial for its Google+ social service abandoned the page entirely — neither downloading the app, nor going on to visit the mobile website — attributing this to the added friction of serving mobile users with an interstitial.