A Zogby Analytics survey sponsored by the Digital Advertising Alliance (DAA) found that only 8 percent of U.S. mobile users would purchase all of their free apps if they were required to pay for them. In addition, 46 percent of those surveyed claimed they wouldn't buy any of their free apps if they require payment.
While much of the report focused on promoting the DAA's agenda, namely promoting mobile advertising, it did have a few other interesting takeaways:
- 58 percent of respondents say they prefer free, ad-supported apps to those which require a fee for download or have in-app purchases.
- Those surveyed prefer (by a margin of five-to-one) to see ads related to their interests.
- 71 percent wanted tools that provide transparency and choice regarding relevant ads and data collection to be available everywhere on the Internet.