At the highest level, the study’s findings can be grouped into two categories:
Preference for ad-supported apps vs. other models (i.e., paid, freemium)
Interest in tools that provide some level of consumer visibility and control over the ads served
As with past surveys about consumer services and content, respondents said they prefer ad-supported models to paying for apps — as would be expected. They also expressed interest in both “relevant” ads and in “opt out” tools for mobile.
Here are a few of the headlines (verbatim from the study):
Of respondents who downloaded apps, 58 percent preferred free, ad-supported apps to those that required some form of payment (either at download or in-app).
Only 8 percent of users said they w…