Figure 6: Drivers for billing preference
Base: Reason for Preferred Method of Pay - Convenience (n=4,264), Reason for Preferred Method of Pay - Consolidated Bills (n=4,264), Reason for Preferred Method of Pay - Security (n=4,264), Reason for Preferred Method of Pay - Other (n=4,264).
Source:The Nielsen Company
Mobile advertising is increasingly finding its way into mobile apps, with teenagers being much more receptive than their elders. Fifty-eight percent of teens say they “always” or “sometimes” look at mobile ads. In general, men of all ages are more receptive to mobile ads than women. Only 37% of men say they are not at all likely to respond to an ad on a mobile device, compared to 44% of women.
Across all operating systems, apps users would prefer to view mobile ads within an app. Android users are more likely to click on an advertisement within an application, while iPhone users are the least interested in having ads take them outside of their application.
Figure 7: Current/preferred payment method
Current and Preferred Payment Method Past 30 Day App Downloaders (n=4,265)
35 30 25 20 15 10 5 0
24% 20% 20%
4% 4% 2% 2%
My Cellphone Provider
Credit Card PayPal
Current payment method
Preferred payment method
Source: August 2010 Nielsen App Playbook,The Nielsen Company
Approximately one-in-five apps users say they have used a search engine or looked elsewhere online for more information after viewing a mobile advertisement or told someone about the advertised product or service. Seventeen percent have forwarded a link or video to others and 10% have recommended an advertised product or service. Sixteen percent have used a coupon and 14% have entered a contest or sweepstakes.