And Now For The Micro-Billing Perspective…

For the first time, on this year’s The X Factor, viewers voted via an app on their iPhones, iPads and iPhone Touches. 1.5 million people downloaded The X Factor app and many of these bought packs of votes for either 69p or £1.99 using iTunes payment. And people came back for more – we saw a really high re-purchase rate, which told us that people liked this way of interacting and they are happy to pay for the entertainment.
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