The Trouble with In-App Advertising

emarketer reporting:
Most smartphone users prefer to get their apps for free, and accept the tradeoff of advertising to support that. November 2011 research from Lab42 found that 80% of smartphone users had recently downloaded apps with ads, and data from the same month from Pontiflex indicated just 12% of smartphone users preferred to pay for apps.
The Lab42 survey revealed that most smartphone users had clicked on at least one in-app ad in the past three months, though not many had clicked on more than a few. But despite evidence of the high effectiveness of mobile advertising, just half of that group remembered what the ads they had clicked on were for.

The Pontflex survey found a preference among smartphone owners for ads that keep them within the app, rather than pulling them into a mobile browser, and a lack of affinity for mobile video ads, which are similarly disruptive....
http://www.emarketer.com/Article.aspx?R=1008753&ecid=a6506033675d47f881651943c21c5ed4