The Life of an iPhone App According to iPhone Ad Network, Greystripe: 19.9 Uses and 9.6 Minutes Per Play

Greystripe’s newest Consumer Insights Report reveals new insight on iPhone app usage and consumer response to ads placed within iPhone applications

(SAN FRANCISCO, Calif.) – April 29, 2009 - Today Greystripe, the leading rich media mobile advertising network, released their quarterly Consumer Insights Report, detailing statistics on the demographics and preferences of consumers in their mobile ad network while continuing to lead the industry in providing insight on the emerging iPhone applications business. Among their many finds, Greystripe is releasing new information on the average usage of iPhone applications.

The most compelling findings bring attention to the actual shelf life of an iPhone application. With various app stores providing over 35,000 apps available across multiple platforms, including the iPhone, Greystripe is reporting some new statistics. On average, iPhone applications:
• have an engagement of 9.6 minutes per session of use
• are accessed 19.9 times over their lifecycle before consumers stop using the app
• 42% of iPhone app users have a household income of $78,000 or more, while 15% earn $165,000 or more and 44% have children.

“The biggest question about iPhone applications for brands and publishers centers around market size, revenue and usage,” said Michael Chang, CEO of Greystripe. “We are right in the middle of all three questions and we believe our Insights Report brings more light to this booming business.”

The United States still dominates country-specific popularity of Greystripe-supported iPhone Apps with the U.S. accounting for 74.8% of traffic followed by Great Britain, Canada, Australia, France, Singapore, Japan, Hong Kong, Mexico and Germany.

In recent months, Greystripe has made a name for itself as the only mobile ad company that offers full-screen Flash advertisements on the iPhone. As brands and agencies look for new ways to easily transfer their online campaigns onto the mobile platform, Greystripe has provided a way for brands to do this with their rich media Flash ad formats.

One of these ad formats is the CTIA Wireless E-Tech Award-winning GS.Tailgate rich media ad format which is a game-like advertisement that the user interacts with before they access the actual game they downloaded. In many ways, this is an advergame for the iPhone with the benefit of reaching a wide audience.

Greystripe is releasing some new stats on their GS.Tailgate ads, as well:
• GS.Tailgate advergames have an average of 22 seconds of interaction.
• Over 10% of users interact with GS.Tailgate ads.
• In a recent GS.Tailgate ad, users touched the screen to interact with the ad a total of 5,291,070 times (or 1.92 times/impressions).
• Playing the GS.Tailgate ad increased the click-throughs to “buy now” buttons by 4.4% (from 1.5% to 5.9%).

Greystripe’s Report shows that consumers are fans of the ads too–according to ComScore, 65% of Greystripe’s users said they would interact more with an ad if it were an interactive ad, as opposed to a static ad; and users were 48% more likely to prefer an interactive ad if they had previously experienced a GS.Rich Media Flash ad. Additionally, according to ComScore, Greystripe’s Flash ads have seen an average increase in top of mind brand awareness of 10 percentage points versus the online average of 1 percentage point.

Greystripe’s newest report also revealed that among their iPhone application consumers:
o There is an almost even gender split (52% male, 48% female)
o 45% of their users are between 18 and 34
o 91% of their users are involved in their household purchasing decisions

To view the full Consumer Insight Report from Greystripe, visit: https://www.greystripe.com/reports/GreystripeConsumerInsightsReportQ1.pdf.

About Greystripe
Greystripe is the rich media mobile advertising network. Greystripe’s product suite enables brand advertisers to communicate their brand message with a unique mobile audience, publishers to gain advertising revenue by serving ads through their games, and consumers to play high-quality games for free. Greystripe’s in-game advertising system is protected by a broad array of patents pending and currently serves ads into more than 900 game titles from 200 publishers supporting over 1,400 handset models. Greystripe reaches millions of mobile game players by powering over 180 Catalog distribution partners, through its online portal GameJump.com, on the mobile Web at wap.gamejump.com, and through the iPhone Appstore. Greystripe was named the E-Tech CTIA award winner for the Mobile Marketing/Mobile Advertising category in 2009, AlwaysOn OnMedia 100 winner in 2009, AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.

To put your brand into mobile contact Greystripe at sales@greystripe.com. Visit us at http://www.greystripe.com. Follow us at http://www.twitter.com/Greystripe.

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