Tune, a mobile marketing company, performed a study to find out what people are willing to do to avoid ads on their mobile devices. The study has become relevant, because some people believe that the way to get around the ad problem is to have content that people pay for, which is ad free. The subscriptions get rid of the need for ad revenue, and customers and users get to happily read things without any ads at all. However, the problem is that according to the findings of this study, 69.3% of respondents would not be willing to pay anything to get rid of ads. Some people, about 11% would pay $1 per year, and even less people, about 10% would pay $1 per month. The least amount of people – 4.5% would pay $1 per week as well as $1 per day to keep their favorite blogs and news sources ad free. So it seems like people hate ads but they’re not really willing to pay to get rid of them!
The survey was asking questions about how much people would pay to block ads in all mobile apps on their mobile devices, so this is a pretty interesting study. When broken down into age groups, those between the ages of 18 to 24 were the most likely to pay more to avoid ads on their mobile devices across the board, while those in the older reaches were the least likely. 81.5% of those above age 65 would not be willing to pay anything to get rid of ads on their mobile devices and apps!
Even if those 4.5% of people did pay $1 a day, a total of $3.62 billion would be generated in revenue. This might sound like a lot but it is paltry in comparison to the $2 billion that is generated by ads! Will apps and content providers be willing to take such a big cut? It seems unlikely.
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