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Figure 6: Drivers for billing preference

100

82%

80

60

39%

40

32%

20

3%

0

Convenience

Consolidated Bills

Security

Other

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

Advertising

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

32% 32%

31%

24% 20% 20%

13%

11%

11%

1% 1%

6%

4% 4% 2% 2%

1%

5%

iTunes

My Cellphone Provider

Credit Card PayPal

Google Checkout

BlackBerry

Amazon 1-click

Microsoft Marketplace

Another Method

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.

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