According to Nielsen’s 'State of the Media: Consumer Usage Report', 51% of consumers said they have no problem with viewing advertisements on their mobile devices if it meant they were able to access content for free. Meanwhile, 58% of users said they didn't want the ad to remove them from the app. According to the report, most consumers currently opt for a combination of paid and free apps on their phones, with the average consumer having about 33 apps in total.

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