SAN FRANCISCO–(BUSINESS WIRE)–ironSource (NYSE:IS), a leading business platform for the app economy, today unveiled its MobileVoice® reports: The modern mobile consumer 2022: app discovery and monetization. The reports, which come in two versions — one for app marketers and one for monetization administrators — provide data on consumers’ app discovery habits and dive into what types of ads they prefer, how often they see their downloaded apps. use, why they use their apps. apps and more. IronSource’s data also shows how attitudes toward advertising and monetization have evolved, highlighting the differences in how Generation X, Millennials, and Generation Z interact with mobile apps.
The reports are the latest in Tapjoy’s Modern Mobile Gamer® series, which focuses on consumers’ understanding of the freemium app ecosystem and delves into who plays mobile games and why. Modern Mobile Consumer builds on that foundation by analyzing how people use their smartphones, as well as their changing feelings about mobile advertising and monetization. It is the eleventh report in the series since its inception in 2017.
Using MobileVoice®ironSources’ market research solution, collected insights from 30,457 consumers via opt-in surveys across thousands of mobile apps within MobileVoice®as well as 500 additional respondents from a control group used to eliminate bias and confirm accuracy.
Here are some of the key findings:
- Mobile ads boost app detection. 74% of consumers (averaged across both groups) downloaded apps after viewing mobile ads for them.
- Gaming maintains its popularity over social media. Of the audience surveyed in apps outside of games, 60% play mobile games, and join social media for the most used types of apps.
- Rewarded ads are more extensive than mobile games. 33% of consumers surveyed in apps outside of games say they pay more attention to ads with in-app rewards. This is only slightly less than the gaming-focused group, indicating that consumers are broadly receptive to the rewarded model.
- Consumers use a small proportion of the apps they download. The majority of mobile users have 20 or more apps on their devices, but up to 50% use only 5-10 per day. That’s why it’s critical that publishers and developers focus on both retention and acquisition.
- Relaxation leads to higher downloads. People are most likely to download new apps while on vacation or in their spare time.
- Entertainment and relaxation are the main uses of apps. 65% of consumers repeatedly use their apps for entertainment and relaxation.
- Diversified strategies for monetizing apps are essential. While about a third of all groups surveyed said they never pay to download apps, between 28% and 49% occasionally make in-app purchases of a few dollars at a time. Attitudes towards monetization outside of mobile games are changing, with 15% of the non-gaming app audience reporting more in-app purchases than five years ago.
“Our latest report reveals what Tapjoy has been saying for years: mobile ads are key to app discovery, both in and out of mobile games. There is very little difference between those who play mobile games and those who use non-gaming apps in terms of app discovery,” said Jeff Drobick, GM of US Sonic and Tapjoy at ironSource. In addition, the data shows that different monetization strategies are essential for maximizing revenue per user, meaning that in-app advertising and in-app purchases can coexist peacefully without reducing revenue. To fully explore each topic, we are publishing two versions of the Modern mobile consumer report: App Discovery for UA Marketers and App Monetization for Publishers.”
ironSources Modern mobile consumer 2022 reports uses MobileVoice® market research data collected from various popular apps through the Tapjoy Offerwall. Additional responses were compiled by third-party polling service Pollfish to confirm accuracy and eliminate potential bias. All respondents confirmed they were 18 years of age or older and responses were filtered to provide the most accurate data.
ironSource’s research findings build on Tapjoy’s profiling of the modern mobile gamer®, answering important questions about the mobile behavior of consumers.
Visit our website to download the full report. Readers can download both versions of the Modern Mobile Consumer report by selecting their preference in the form.
About IronSource
ironSource is a leading business platform for the App Economy. App developers use ironSource’s platform to turn their apps into successful, scalable businesses, leveraging a comprehensive suite of software solutions that help them grow and engage users, monetize content, and analyze and optimize business performance to drive more overall growth . The ironSource platform also empowers telecom operators to create a richer device experience, with relevant app and service recommendations to engage users throughout the device lifecycle. By providing a comprehensive business platform for the core components of the app economy, ironSource enables customers to focus on what they do best, creating great apps and user experiences, while enabling their business expansion in the app economy. to make. For more information, visit www.is.com
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