Nearly half (47%) of mobile app users say they click on mobile ads more often by mistake then they do on purpose, according to a new survey by Harris Interactive conducted on behalf of Pontiflex.
According to the Pontiflex survey, 95 percent of mobile app users use free apps and 41 percent use paid apps. This trend is prevalent even among more affluent demographics — 96 percent of mobile apps users with HHI $75K plus said they use free apps. The strong consumer usage of free apps highlights the importance of mobile app advertising, which has emerged as an important revenue stream for publishers and app developers to help keep apps free.
“Clicks aren’t an effective way of measuring mobile ad campaigns and these survey findings prove it,” said Zephrin Lasker, co-founder and CEO, Pontiflex.
“First, by taking the user out of the app to a clunky browser, clicks make for a disruptive experience. Second, the fact that most people say they click on ads by mistake more often than they do on purpose is particularly striking. If you are a mobile marketer, why would you run a Cost-Per-Click campaign?”