Willingness to pay for apps is diminishing, study shows

Tablet owners and users are keen on apps, but not so much on paying for them. A study commissioned by the odnline Publishers Association -- detailes reported by AdAge -- found that 54% of respondents to a survey prefer free, ad-supported apps, up from 40% just a year ago. Only 19% said they'd pay to have ad-free apps, down from 30% a year ago.

The study found that 54% of respondents have bought content online have done so as the result of seeing a tablet ad, compared with 38% who haven't paid for any content.

 "The numbers show that these audiences have an appetite for advertising," said Pam Horan, president of the OPA. "Now it's time to take advantage of it with the capabilities the platform offers, not just transferring print ads to the tablet."