App monetisation company TapJoy said that mobile users are open to engaging with ads in the hope of earning rewards, with these consumers open to the influence of ads “when it comes to entertainment, consumer package goods and even automobiles.”

According to the company’s APPitude Report, users estimate that around half of their apps are ad-supported. Just under two-thirds (64 percent) report having seen ads in apps, while nearly half (45 percent) said they have clicked on this content.

The company also found interest in the incentivised download model, where customers are rewarded for installing new apps. It said that 58 percent of users tried the new app after download, creating the potential for developers to address a new audience.

More than two thirds of app users (68 percent) expressed an interest in earning virtual currency if it could be exchanged for real-world purchases. Nearly one third of respondents (32 percent) said they would prefer to earn virtual currency for app transactions than use real money.

Within the TapJoy network, 29 percent said they had downloaded an app after seeing an advertisement, compared with 20 percent for non-TapJoy users. More than half of TapJoy members who initially download a free version say they have upgraded to the full app, compared with 35 percent in total.

In terms of distribution, personal networks are an important source of recommendations. Some 42 percent said they have downloaded an app because it was suggested by their friends or family, while nearly a quarter (24 percent) said they will tell family and friends about the apps they use.

The APPitude Report surveyed 2,000 US mobile app users, with a 50/50 male to female ratio. It was conducted in partnership with research firm Interpret.