Dive summary:
- A Yankee Group study commissioned from Tapjoy has discovered that 67% of smartphone users prefer to watch ads to see premium in-app content versus paying; that number jumps to 73% of tablet users.
- Also discovered in the study is that 70% of smartphone users and 53 percent of tablet users were willing to exchange personal information for premium in-app content.
- Majority of tablet and smartphone users, 77%, were willing to watch ads to receive an app download as well.
From the article:
"'Mobile device owners have demonstrated that they're willing to interact with a brand by exchanging their time—ad views—and personal data for free digital content,' said Jordan McKee, Yankee Group analyst. 'Since users chose to take part in this exchange, the engagement can be far more meaningful and powerful than a pop-up, banner or television advertisement.'"
