MediaFile

iPhone apps: Gaming and advertising paradise?

April 7, 2009

This may seem obvious to anybody who’s sat beside an iPhone user on the subway but ComScore’s latest research confirms it anyway. Games are one of the hottest iTunes Apps downloaded, and those who download them are well-paid social-site viewers ripe for some kind of new advertsing scheme.

According to the research firm twelve of the 25 most popular mobile apps were games including oldies like Hangman and Pac-man, and newer titles like “Cube Runner”, ”Crazy Penguin Catapult“, and (the top game) Tapulous’s “Tap Tap Revenge”. 

It cited Stylem Media’s “Backgrounds” applications as most downloaded of non-games, just ahead of social network apps like Facebook and MySpace. 

ComScore did not measure how much advertising already comes along with Apple apps, but did offer stats that seemed to say: “psst… there’s lots of advertising opportunity right here. “  

Among the facts about Apps Store shoppers:

  • Apple app users are a “particularly desirable audience” for advertising with a higher-than-average income and a fondness for online media. 
  • About 35 percent of app users are part of a household with an annual income of $100,000 or more while 54 percent make $75,000 or more, according to the research. 
  • They are also at least three times more likely to visit entertainment, social networking and communications sites than the average Internet user, ComScore said. It named online destinations such as AOL Instant Messenger, Hulu, Twitter, Digg.com, iMeem MTV.com.

ComScore analyst Mark Donovan said the Apps store could become an even more effective place to sell adds after Apple starts to support new payment models such as subscriptions and the sale of add-on modules for existing applications, such as the addition of new destinations for a travel guide. But he said that advertisers will have to be careful not to be too intrusive on the app users.  

“We saw pop-up ads come and go. We’re in the process of learning the most effective ways of delivering mobile advertising” he said.

(Photo: Reuters)

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