Image courtesy of Apple

Reading my New Media Age newsfeed today, I came across an article that said that nearly two quarters of iPad users prefer branded applications.  This is according to research by the Association of Publishing Agencies.

Basically, the study found that 73% of those surveyed would prefer free apps associated with a brand rather than a paid-for application with no branding attached.  They also said that they want brands to provide “interesting” and “exclusive” content.

To APA’s CEO, the survey “clearly shows that the terms of engagement are clear and, if adhered to, can be valuable for brands.”  To me, what this survey says is that people like freebies.  But then again, what do I know?

The survey also showed that 38% of the 952 iPad owners wanted more apps related to lifestyle, 27% wanted more gaming apps, and 23% would like to see more brand-related entertainment applications.

Of those surveyed, 61% also owned an iPhone and 39% owned a MacBook – something that makes perfect sense to me as those things all work great together as an interactive package deal.

What has my curiosity up about all of this is our willingness to sell our souls to a brand if it means free stuff; a fact that is ironic considering the current outcry over personal information gathered being used online for brand advertising purposes.  It seems to me, that we have some double standards when it comes to advertising and brands.  But then again, what do I know?