Study Finds Gen Y Responds To App Ads Read more: http://www.mediapost.com/publications/article/173441/study-finds-gen-y-responds-to-app-ads.html?edition=46233#ixzz1tXEghka0

A new study by mobile application company Tapjoy and market research firm Interpret polled 2,000 consumers on mobile app attitudes and usage. The study found that adults 25-34 are more likely to value the influence of advertisements, and they recall seeing more ads while using mobile apps, particularly video ads or fully sponsored/branded apps. They also recall a larger number of ads per single app use: seven, compared to six among the total population.
Once members of this age group saw an ad within an app, half of them decided to click on it, versus 45% of typical app users. Twenty-eight percent of people 25-34 and 29% of those 18-24 have followed an ad to download another app, compared to 24% of total app users. Over one-third of adults 18-34 have downloaded an app to earn rewards, compared to 29% ofthe typical user...
...The study breaks app using into several groups. One group, about 21% of the respondents, are "premium essentials" who are willing to pay for apps; they have a lot of apps and prune their number to eliminate the ones they don't like or use any more. The study said they find apps from word of mouth, and browsing the app store, but not by advertising and promotions. They are most likely to try a free version -- and if they like it, upgrade to the paid one. They also over-index for mobile games, are willing to pay for premium games and pay up front.
Another group, "researcher purchasers" -- about 29% of the respondent group -- uses social networks and recommendations to find apps....
Read more: http://www.mediapost.com/publications/article/173441/study-finds-gen-y-responds-to-app-ads.html?edition=46233#ixzz1tXF466ly