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BizReport : Mobile Marketing : September 14, 2010

Nielsen: Android users more app ad-friendly

Have you ever wondered if Android users and iPhone users have the same attitude towards ads in apps? If so, Nielsen's latest research, released today, will be of interest.

by Helen Leggatt

The survey of 4,000 or so mobile subscribers who had downloaded an app sometime in the last month discovered that Android users are the most likely to click on an ad within an app.

While roughly one-third of Android users would click on an ad in an app, 29% of Windows Mobile users would do so followed by Apple's iOS (26%), Palm (22%) and Blackberry (15%).

Nielsen attributes this result to the fact that Android users are a younger demographic who have a more positive reaction to ads than older users.

According to the survey (.pdf), while 46% of all mobile subscribers aged 18-24 "always" or "sometimes" looked at ads in apps just 28% of those aged 55 and over did so.

Games remain the most popular apps among both smartphone and feature phone users at 61% and 52%, respectively, followed by weather apps.

Tags: advertising, Android, iPhone, mobile advertising, mobile app, mobile marketing

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