Mobile devices: Increasing importance as an advertising medium
The importance of mobile devices as advertising platforms is growing rapidly. This is according to the survey «Trends in Percentages—The Success Potential of Mobile Apps» conducted by the German Federal Association for the Digital Economy (BVDW).
According to the survey, 95 percent of respondents generally expect mobile devices to become more relevant for the advertising industry in the next two years. 90 percent see this development specifically in the currently booming tablet PCs. "Mobile apps can be used to offer customers more targeted advertising," Karim Taga, Managing Director of Arthur D. Little Austria, told Pressetext. On television, for example, consumers do not search for information and forget the advertising the next day at the latest. "With mobile applications, users are interested in the apps and, in this sense, also in the advertising," emphasizes the expert.
Free offers as a promising refinancing model
Free offers with advertising financing are considered the most promising refinancing model for mobile apps and their content - more than two thirds of the participants in the study believe this to be the case. In contrast, respondents believe that the chances of refinancing via a subscription model are significantly lower: 40 percent in the tablet PC segment and only 20 percent for smartphones. "The chance of refinancing free apps is easier because people are more likely to access free offers than applications for a fee," Taga explains in an interview with Pressetext.
According to the results of the BVDW survey, the demand for mobile apps from customers and companies will increase significantly over the next two years. A total of 93% of survey participants believe this will be the case for smartphones. For tablet PCs, the figure is 86 percent. The most promising content for tablet PCs is seen by 79% as apps with a news and information focus and 77% as apps with a games and entertainment focus. These are followed by TV and movie apps.
Free offers as a promising refinancing model
Free offers with advertising financing are considered the most promising refinancing model for mobile apps and their content - more than two thirds of the participants in the study believe this to be the case. In contrast, respondents believe that the chances of refinancing via a subscription model are significantly lower: 40 percent in the tablet PC segment and only 20 percent for smartphones. "The chance of refinancing free apps is easier because people are more likely to access free offers than applications for a fee," Taga explains in an interview with Pressetext.
According to the results of the BVDW survey, the demand for mobile apps from customers and companies will increase significantly over the next two years. A total of 93% of survey participants believe this will be the case for smartphones. For tablet PCs, the figure is 86 percent. The most promising content for tablet PCs is seen by 79% as apps with a news and information focus and 77% as apps with a games and entertainment focus. These are followed by TV and movie apps.
