App downloads // the leveraging power of 'free'.

A Nielsen study conducted in the U.S. has explored the types of apps being downloaded to tablets and smartphones, as well as attitudes to advertising on these platforms. The study has found that 51% of consumers say that they are okay with advertising on their devices if it means they can access content for free.
  
The preference remains for free apps, while many will opt for a combination of both free and paid apps, totalling 33 apps in their collection on average. Games, maps, music and social networking apps were amongst the most downloaded.
  

  

The question unearthed by this study; are we happy to be advertised to if we get something in return? Typically this has been found to be true, providing the pay-off is worthwhile. A great opportunity for marketers if we can learn to optimise this platform in an effective way.