If Content Is Free, People Like Ads On Apps

Free apps on a smartphone could be the key when it comes to reaching consumers.

According to Nielsen’s “State of the Media: Consumer Usage Report,” more than half (51%) of consumers said they have no problem with advertising on their mobile devices if it means they can access content for free. However, consumers don’t want the ads to take them out of the app experience. Among the respondents, 58% of users don’t want to be removed from the app, but they will follow up on their own. About a fifth said they the searched or looked online after seeing an ad on their mobile device, says Monica Bannan, vice president of product leadership for mobile media at Nielsen.