Marketing to Women: 40% of App Owners Use Apps for Shopping Decisions

August 1, 2010 § Leave a comment

How often did you use your apps today?  Among those who use a smartphone with applications (“apps”), 40% refer to apps at least “sometimes” when making decisions while shopping; and  32% already say they are more inclined to buy from companies that advertise in apps.

According to the findings of Smartphone Apps: General and TV-Related Usage, a new How People Use® Media report from Knowledge Networks,  the study also shows that, among app owners ages 13 to 54

  • 40% say the ads are “usually relevant to my needs and interests,”
  • 46% report that the ads generally fit well with the ad context, and
  • 70% say ads are a fair price to pay for getting a free app – even though an equal proportion feel that ads interfere with their enjoyment of apps

And, there seem to be significant differences in iPhone users who:

  • typically have 29 apps on their phones – compared to 19 for Android users and 4 for Blackberry users,
  • are about three times more likely to have paid apps compared with non-iPhone users, and
  • are much more likely to be receptive to advertising in apps.

This difference in users could be the experience that iPhone users have gained in using apps since the iPhone has been in use longer than Androids.

But the results are clear — Apps are part of our shopping experience.

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