iPad owners want access to free apps that are associated with brands, according to new research for the Association of Publishing Agencies (APA), which represents the customer publishing industry in print and online in the UK.
The research reveals that 73pc of respondents would opt to download a free app associated with a brand over a non-branded paid-for application.
In addition, 67pc said they would like brands to provide them with more interesting and exclusive content for their iPad, with lifestyle (38pc), games (27pc) and entertainment (23pc) highlighted as the top areas they would like brands to create more apps in.
The APA said the findings “serve as a call to action for brands to provide consumers with more quality branded content through apps”.
“The research shows that iPads have increased consumers’ appetite for and acceptance of branded apps and as long as the content is well produced, relevant and engaging they are happy to receive it from a brand. The flexibility, ease of use and interactive nature of tablet devices should be capitalised on by brands seeking to create engaging content for consumers.”
Apps and advertising
It said, however, that brands should be cautious about the use of ‘pop up style’ advertising within applications. Some 68pc of those surveyed said they would prefer an app from a brand with no advertising content, while 30pc said they would prefer a non-branded app that contains advertising.
The research also reveals that apps have good commercial power, with 81pc of respondents indicating they have sought out a further interaction with the brand as a result of using an app. In addition, 19pc said they bought a product or service, 29pc considered buying a product or service and 33pc visited a brand’s website.
Eighty-two per cent of respondents said they spend between 50pc and 100pc of their time using applications, while half said they have more than 40 apps on their devices. APA said this finding is particularly good news for the branded content industry with iPad owners using their tablets to consume high quantities of games (85pc), social networking (69pc), entertainment (62pc) and magazine (51pc) content.
"This research is good news for brands looking for a new way to have a meaningful engagement with their customers as it shows that technologically savvy consumers welcome contact with brands via apps,” said Julia Hutchison, COO, APA.
“The research clearly shows that the terms of this engagement are clear and if adhered to can be valuable for brands. Consumers hold branded content in high esteem and brands should take heed of this fact. Consumers who interact online are more likely to buy if the company offers additional branded content, which is extremely compelling for brands."
The research was conducted by Npoll amongst 952 iPad users.
Article courtesy of Businessandleadership.com