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Almost 70 percent of iPhone user their smartphone to buy mobile apps, compared with only 34 percent of Google (NASDAQ:GOOG) Android content consumers, according to a new survey that measured usage habits, with Apple (NASDAQ:AAPL) customers also spending a lot more money on content.
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Around 40 percent of iOS mobile content buyers spent more than $10 on smartphones apps in the last year, with only 19 percent of Android users paying as much, according to the survey by the Online Publishers Association. Further, 11 percent of iOS users spent more than $51, while the share for that amount was only 5 percent for Android content users.
The attitude of smartphone users toward mobile advertising is also changing, with 39 percent having been driven to take action after seeing an ad on their mobile in the last six months. Fifteen percent of all smartphone content consumers have clicked through an advertisement, 12 percent have used a special offer or coupon, and another 12 percent have made a purchase either on a PC or at a store because of an ad they saw on their mobile phone.
“Smartphone content purchasers are a substantial subset of the general smartphone population that is showing not only receptiveness to ads but also more positive opinions towards ads than smartphone content consumers as a whole,” said OPA president Pam Horan. “Twenty-nine percent of smartphone content purchasers indicate that smartphone ads are eye-catching, 26 percent report that ads are relevant, and 25 percent report that ads are unique and interesting.”
Smartphone users are also paying for content. Twenty-four percent reported having purchased content for viewing on their smartphones, with 22 percent having purchased video, 21 percent buying entertainment content, 21 percent books, and 19 percent shopping for weather content. They also watch plenty of video, with 68 percent saying they regularly watch short-form news and entertainment videos, including news, sports, TV show, and weather clips.
“Over the past few years, there has been an undeniable shift in the way consumers access content and information as well as stay informed and entertained,” Horan added. “Consumers now expect the world at their fingertips anytime, anywhere, and publishers have worked vigorously to optimize their mobile sites and create apps that cater to this demand and behavioral shift.”
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