http://www.forrester.com/consulting

14%

20%

20%

27%

46%

63%

72%

75%

76%

82%

84%

Purchase products (other than downloads)

Find coupons/ promotions

Download new apps

Research products for purchase

Play games

Access social networking sites

Send or receive email

Use apps

Access mobile Internet

Send or receive SMS/text messages

Make phone calls

Percentage who do the following activities daily or more:

“How frequently do you do the following activities on your smartphone?”(Select one for each row)

2%

5%

16%

46%

23%

6%

2%

None [0]

1 [1]

2 [2]

3 to 5 [4]

6 to 10 [8]

11 to 20 [15]

21 or more [25]

“About how many different apps do you use on a daily basis?”

“Please indicate how well the words below describe how you feel toward the following types of ads most of the time?”(Select one for each row)

% 10% 20% 30% 40% 50% 60% 70% 80%

Engaging

Interesting

Useful

Relevant

Innovative

Attention-getting

Easy to ignore

Boring

Annoying

Interruptive

Agree*

Ads that automatically show up in an app

Ads on web pages (ex: banner ad)

Ads during online videos (e.g., on YouTube,Hulu, etc.)

TV ads

SMS/text messages that I did opt-in to

SMS/text messages that I did not opt-in to

38%

31%

36%

41%

43%

45%

49%

59%

68%

Other

To go to a ‘store’ within the app and opt-in to see an ad

Select between several ad options and pick the one I’m most interested in

See ads that are related to my location

See ads relevant to my current location

See ads relevant to the content/app I amusing

See ads relevant/personalized to mygeneral interest

Be offered a reward in exchange forwatching/interacting with them

See ads that do not interrupt my use of theapp

“To what degree do you agree with the following statements:

If I have to see ads while using an app, I would prefer to... .”

Agree*

SMS/text messages that I did not opt-in to

SMS/text messages that I did opt-in to

TV ads

Ads during online videos

Ads on web pagesAds that automatically show up in an app

Ads that I opted-in to watch in an app

Ads that I selected to watch when presented with a choice

More

relevant

Less

relevant

More

likely

to ignore

Less

likely

to ignore