App-Based Ads Sway Consumers' Purchase Decisions

The study shows that 40 percent of smartphone users turn to them when making shopping decisions, and nearly a third say they are more likely to purchase products from companies that use apps, twice as many as those who said the same for companies that utilize social media. The findings, which are based on an online survey conducted in April among 1,004 smartphone owners ages 13-54, also indicate that smartphone owners are generally receptive to advertising in apps, but that iPhone owners appear to be more receptive than owners of other smartphones.