Never mind paying for it. Mobile device owners would prefer to spend time engaging with advertising in order to receive free content, whether that be a tablet (77%) or smartphone (70%) application, or even a newspaper (66%). The findings, from a study [pdf] commissioned by Tapjoy and conducted by the Yankee Group, indicate that a majority 53% of tablet owners have viewed commercials in order to access a free download of a paid app, and about 2 in 5 smartphone owners have done the same. The study refers to ad engagement as a form of virtual currency which mobile device owners are willing to exchange for free content.
While a higher proportion of smartphone and tablet owners would rather engage with advertising for free apps and upgrades than pay for that content, that’s not to say there isn’t willingness to pay, also. In fact, 56% of tablet owners said they would pay between $0.99 and $2.99 for an app, and 46% would pay that much for an upgrade within an app. Smartphone owners (41% and 39%, respectively) are a little more tight-fisted when it comes to paying for content.
Overall, 63% of smartphone owners and 64% of tablet owners report having paid for an app.
About the Data: The data is based on a survey of 2,000 mobile device owners conducted by Yankee Group in February 2013.