In-app advertising rarely wins user loyalty

12/27/2011 | eMarketer

While smartphone users prefer free applications backed by advertising to paid apps, they rarely click on the associated mobile ads, and when they do, about half quickly forget what the ad was about, according to research by Lab42 and Pontiflex. Among those encouraged to download a free app, a majority either used the app only once to receive an incentive or soon uninstalled the app.

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