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Tapjoy’s APPitude™ Report Uncovers Consumer Mobile App Insights

SAN FRANCISCO April 27, 2012 Tapjoy APPitude Report

Tapjoy the United States January 18 to January 24, 2012

Peter Dille

Key findings from the study include:


Consumers are most likely to download apps organically – either because they stumbled upon them by browsing or because they were seeking out a new toy.

Forty two percent (42%) of users download an app because their friends and family suggested they do so. When they find an app they like, close to a quarter (24%) of users will tell friends and family about it and convince them to get it.


Mobile consumers are open to engaging with advertisements in hopes of earning rewards.

Nearly one-third (32%) of all users prefer to earn virtual currency rather than purchase with real money. Besides cash and gift cards, app users were most interested in getting access to paid apps or premium content for free.


App users are more likely to remember brands that offer unique rewards.

Sixty four percent (64%) of users reported having seen an advertisement within a mobile app. More importantly, nearly half (45%) of these consumers reported clicking on one of the ads. In addition, adults 25-34 generally recall seeing more ads while using mobile apps, and are the group who are more likely to recall video ads than other groups. Furthermore, per single app use, they recall a larger number of ads.


Incentivized advertising drives app user engagement and increases exposure.

Though the most sought-after rewards for general app users are, unsurprisingly, cash and gift cards, adults 25-34 are much more likely than the total to express interest in earning premium content and game credits – further driving app engagement. In addition, more than half (58%) of users tried an app after downloading it to earn a reward.


Tapjoy users are more likely than average mobile device users to cite advertising as key motivation for making a download.

More than half of Tapjoy users who initially download a free trial of an app report that they later upgrade to the full version – compared to 35% among the total. Furthermore, per single app use, they recall a larger number of ads: seven, compared to five among the total population.

From the study, it’s clear that app users are making the case that rewards-based advertising works. It enables brand advertisers and mobile marketers to connect and engage with mobile audiences on a pay-for-performance basis, drives user engagement and increases revenue for mobile app developers. It also allows consumers of mobile games and applications to earn virtual rewards within the application by opting into/engaging with targeted and relevant ads.

About Tapjoy

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Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.


SOURCE Tapjoy, Inc.

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