Nobody who is familiar with consumer media behavior will be at all surprised by a new study commissioned by the Online Publishers Association that has found 54 percent of tablet users prefer free, ad-supported apps over paid ones, up from 40 percent a year ago.
Consumers often say they "hate" or "dislike" ads. But given a choice between ad-supported, no incremental cost content, supported by ads, or paying for that same content, people will tend to prefer the ad-supported versions.
The study also found 19 percent of users prefer to pay more for apps with no ads, down from 30 percent in the 2011 survey. You might say that as use of apps has grown, people are exhibiting the same sentiments they typically do, when confronted with ad supported or "for fee" content.
Monday, June 18, 2012
No Surprise: Tablet Users Prefer Ad-Supported Free Apps
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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