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BizReport : Mobile Marketing : May 31, 2010

JiWire: Half of mobile consumers act on app ads

When it comes to those small text ads or screen-takeovers on mobile apps, consumers are engaging. According to JiWire's Q1 report about half of mobile consumers surveyed said they had acted on an app-vertisement in the past. Nearly 20% reported they made a purchase from an app ad in the past.

by Kristina Knight

jiwire.pngThe survey found:

• 53% of mobile consumers report a willingness to share personal location for more targeted ads and offers
• 76% prefer using ad-supported apps than paying for the same app without ads
• Just over one-third (36%) use iPhones, 27% use Blackberry's, 7% are Android users
• Nearly half (40%) use apps an hour or more per day, with an average of 22 apps per phone

"People have a completely different perception of mobile content and advertising when they're on the go," said David Staas, senior vice president of marketing with JiWire. "Half of the on the go mobile audience say they are more likely to engage with an ad that is relevant to their current location."

Of those who do engage with app ads 35% report they have clicked an ad, 27% report visiting an advertisers web site and 18% have completed a purchase. The biggest apps, at least at this point, are content or socially based. Facebook ranks first, with Google's app in second place and apps from The Weather Channel, Pandora (a music app) and Twitter rounding out the top five.

Tags: app-vertising, apps, appvertising, JiWire, mobile ads, mobile apps, mobile marketing

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