IDC and LoopMe:

In-App Mobile Advertising Perceptions Survey

IDC and LoopMe wanted to gauge how users feel about in-app mobile advertising broadly, if users buy into the popular quid pro quo arrangement of “you watch advertising and in return we give you free content and services”, how users feel about being tracked by ad companies, and their perception of ad privacy measures.


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This presentation summarizes the results of an ad-hoc, four question online survey that was fielded to smartphone users in five countries in November 2021 (using the LoopMe platform).

The per country n values were as follows: 1,000+ for the U.S., 1,100+ for the UK, 1,150+ for Germany, 1,350+ for Brazil and 230 for Japan. The total n value was almost 5,000.


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