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BizReport : Mobile Marketing : August 01, 2014

Young mobile users annoyed by ads in apps

Youth insights consultancy Voxburner surveyed students in the U.K. to see what they find most annoying about mobile apps. One element stuck out more than others - ads in apps.

by Helen Leggatt

Young mobile users love their apps. Three-quarters (73%) have a core of up to 10 apps they use frequently, while half (53%) have more than 30 apps downloaded to their phone. Four percent have more than 100 apps.

The responses of 1,000 U.K. students to Voxburner's survey showed that many things irk them about mobile apps. Almost half (45%) are frustrated when apps take too long to load. Push notifications annoyed 34% and 28% immediately turned off the feature after downloading an app. Required login irks 30% and finding an app was not available for their device's operating system frustrated 35%.

However, far more than performance issues, it was ads in apps that proved the most annoying - cited by more than two-thirds (67%).

"The number of apps young people keep on their phone indicates that there's no space for those that aren't providing fun or utility," says Luke Mitchell, head of insight at Voxburner. "Annoy them with excessive push notifications or intrusive ads and you'll feel the full impact of the 'uninstall' button."

Image via Shutterstock

Tags: apps, mobile advertising, research, U.K

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