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Mobile App Incentives Just Not Working

Posted on 12.13.2011

If you are planning on using some incentives to get users to download your mobile apps, you might want to rethink that approach.

According to research from Harris Interactive and mobile advertising platform Pontiflex, only 3 percent of smartphone owners who downloaded an application for unrelated incentives (e.g. free game points) say they use the app often. That’s pretty disappointing and it gets worse.

Of the remaining 97 percent, 62 percent download the app only to receive the incentive and then uninstall the app or never use it again. Of those that keep the app, 17 percent say they hardly use the app.

"These findings highlight the importance of providing mobile app advertising solutions that are native to mobile environments," said Zephrin Lasker, co-founder and CEO, Pontiflex. "First, they clearly show how incentivized app solutions might not be conducive to brands and developers looking to build long term relationships with consumers. Secondly, the results demonstrate that consumers value free apps and express a preference to non-intrusive mobile app advertising solutions."


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