Wednesday, January 18, 2012
Consumers OK with Ads… if the Apps are Free
January 9, 2012
Advertisers and those aiming to reach smartphone and tablet users on their devices should consider the power of free apps. According to Nielsen’s State of the Media: Consumer Usage Report, 51 percent of consumers say that they are okay with advertising on their devices if it means they can access content for free. Free apps are preferred by mobile consumers, though many opt for a combination of both free and paid apps to include in their collection, which usually averages 33 apps total.
Among tablet and smartphone users who downloaded only free apps in the past month, 33 percent chose games, 20 percent chose social networking and 18 percent chose music. However, app downloaders are willing to shell out money. Consumers who downloaded just paid apps or a combination of free and paid apps invested the most in games (35%), maps/navigation (29%) and music (27%).