Tapjoy's APPitude™ Report Uncovers Consumer Mobile App Insights
Study also reveals key role of advertising in apps
SAN FRANCISCO, April 27, 2012 /PRNewswire/ -- A new study issued today by Tapjoy, Inc. (www.tapjoy.com), a mobile advertising and publishing platform, revealed that consumers are embracing mobile advertising. According to the Tapjoy APPitude Report, consumers estimate that half of the apps they use are ad-supported, and more than two-thirds (68%) of app users expressed interest in earning virtual currency if it could be exchanged for real world purchases.
In partnership with research firm Interpret, Tapjoy sought to generate insights about the value of advertising campaigns in apps and understand the attitudes, behaviors, engagement levels, motivations, psychographics and purchase intent of app users and smartphone gamers. The voluntary survey was fielded in the United States from January 18 to January 24, 2012 and included 2,000 smartphone and tablet app users aged 18 and older.
"The app industry's move to the freemium model and the magnitude of in-app payments has been fairly well documented but there hasn't been a lot of data on the role of advertising within apps," said Peter Dille, Tapjoy's Chief Marketing Officer. "The APPitude study results demonstrate that consumers are not only engaged in mobile ads, but they, unsurprisingly, prefer to earn virtual currency versus spending real money and are more likely to recall brands that sponsor premium content."
Key findings from the study include:
| 1. |
Consumers are most likely to download apps organically – either because they stumbled upon them by browsing or because they were seeking out a new toy. |
| Forty two percent (42%) of users download an app because their friends and family suggested they do so. When they find an app they like, close to a quarter (24%) of users will tell friends and family about it and convince them to get it. |
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| 2. |
Mobile consumers are open to engaging with advertisements in hopes of earning rewards. |
| Nearly one-third (32%) of all users prefer to earn virtual currency rather than purchase with real money. Besides cash and gift cards, app users were most interested in getting access to paid apps or premium content for free. |
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| 3. |
App users are more likely to remember brands that offer unique rewards. |
| Sixty four percent (64%) of users reported having seen an advertisement within a mobile app. More importantly, nearly half (45%) of these consumers reported clicking on one of the ads. In addition, adults 25-34 generally recall seeing more ads while using mobile apps, and are the group who are more likely to recall video ads than other groups. Furthermore, per single app use, they recall a larger number of ads. |
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| 4. |
Incentivized advertising drives app user engagement and increases exposure. |
| Though the most sought-after rewards for general app users are, unsurprisingly, cash and gift cards, adults 25-34 are much more likely than the total to express interest in earning premium content and game credits – further driving app engagement. In addition, more than half (58%) of users tried an app after downloading it to earn a reward. |
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| 5. |
Tapjoy users are more likely than average mobile device users to cite advertising as key motivation for making a download. |
| More than half of Tapjoy users who initially download a free trial of an app report that they later upgrade to the full version – compared to 35% among the total. Furthermore, per single app use, they recall a larger number of ads: seven, compared to five among the total population. |
From the study, it's clear that app users are making the case that rewards-based advertising works. It enables brand advertisers and mobile marketers to connect and engage with mobile audiences on a pay-for-performance basis, drives user engagement and increases revenue for mobile app developers. It also allows consumers of mobile games and applications to earn virtual rewards within the application by opting into/engaging with targeted and relevant ads.
For more information about the study methodology and to view the full results, please visit: http://info.tapjoy.com/appitude-report/.
About Tapjoy
Tapjoy is a mobile advertising and monetization platform whose unique Mobile Value Exchange model allows users to select personalized advertisements with which to engage for virtual rewards or premium content. Tapjoy helps unlock mobile joy by empowering more than 600 million mobile users who choose to watch videos, subscribe to services, install applications and participate in other types of advertisements in exchange for virtual rewards they can use in their favorite apps. Tapjoy's turnkey in-app advertising platform helps developers acquire cost-effective, high-value new users and monetize their applications, while its powerful advertising marketplace lets brand advertisers reach a global mobile audience spanning more than 10,000 applications. Tapjoy is backed by top-tier investors, including J.P. Morgan Asset Management, Rho Ventures, North Bridge Venture Partners, InterWest Partners and D.E. Shaw Ventures. Headquartered in San Francisco, the company also has offices in New York, Los Angeles, Chicago, London, Beijing, Seoul and Tokyo. For more information, please visit www.tapjoy.com.
Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.
SOURCE Tapjoy, Inc.
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