NOTICING ADS ON MOBILE APPS
Happy to get things for free, affluent consumers are also happy to have someone else pay their way for them. And, as is the case with media more broadly, this translates into a willingness to encounter advertising on the mobile apps they download. Fifty-eight percent of the survey's affluent downloaders agreed (including 22 percent agreeing "strongly") with the statement, "I've noticed advertising on mobile applications."
Pedraza doesn't think they take it amiss. "I think they are willing to tolerate it," he says, since they understand the revenue to support such apps has to come from somewhere. "Since they're averse to paying for things, they're willing to have advertising be the revenue driver, as long as it's not too intrusive. It's a pact that they're willing to make to get things for free."
Another of the survey's findings suggests that brands score points with some of the well-to-do by offering mobile apps, even if the consumer doesn't use them. Fifty-six percent agreed (25 percent "strongly") that "I consider brands that have a mobile application to be innovative and cutting edge." And 38 percent agreed (14 percent "strongly") with the statement, "I view brands that offer a mobile application more favorably than brands that do not."
The caveat, of course, is that the application can't be a stinker when affluent downloaders go to use it. Offering an app "gives you a little more sizzle," says Pedraza. "But there's a second level of scrutiny. If it's trivial or not relevant, it will set up expectations and then disappoint the consumer. Reputation is everything. It's part of the customer experience."