Tapjoy study finds consumers choosing ads with incentives

According to a recent study by alternative app market provider Tapjoy, consumers are beginning to embrace ads in their mobile apps if they provide rewards. The study, entitled "Tapjoy Consumer APPitude Report", shows that developers and publishers may want to look towards incentives within ads to keep consumers coming back.

45 percent of all respondents admitted to clicking on advertisements within an ad-supported application, with the 25-34 demographic leading the pack at 50 percent. 24 percent of users said they downloaded an app from an ad within another app, while 29 percent said they downloaded an app purely to earn a reward. 58 percent of those who downloaded an app for a reward tried the app afterward, with 16 percent deleting the app outright.

68 percent of respondents were "positively interested" in earning virtual currency through mobile ads. 32 percent preferred to earn virtual currency instead of purchasing it with real money. One-in-five were open to viewing in-game ads in order to earn that virtual currency.

On smartphone platforms, respondents owned 4.1 paid apps and 18.8 free apps on average. On tablets, these numbers shifted slightly with 5.4 paid apps and 17 free apps on average. The highest number of paid apps was found on the tablets of the 25-34 demographic, with an average total of 6.4 paid apps, while the the 35-44 demographic had the highest average of free apps (19.4) on their smartphones.