SAN FRANCISCO–(BUSINESS WIRE)–ironSource (NYSE: IS), a leading business platform for the app economy, today introduces its MobileVoice® reports: The Modern Mobile Consumer 2022: App Discovery and Monetization. The reports, available in two flavors – one for app marketers and one for monetization managers – provide data on consumers’ app discovery habits and dive into preferred ad types, how often they use their downloaded apps, why they use their apps and more. The ironSource data also reveals how attitudes towards advertising and monetization have evolved, as well as the differences in how Gen X, Millennials and Gen Z interact with mobile apps.
Reports are the latest in Tapjoy’s Modern Mobile Gamer® series, which focuses on consumer understanding of the freemium app ecosystem and dives into who plays mobile games and why. Modern Mobile Consumer builds on this foundation by analyzing how people use their smartphones, as well as their changing feelings about mobile ads and monetization. This is the eleventh report in the series since its inception in 2017.
Leverage MobileVoice®ironSources’ market research solution, information was collected from 30,457 consumers through optional surveys across thousands of mobile applications within MobileVoice.®plus 500 additional respondents from a control group used to remove bias and confirm accuracy.
Here are some of the key findings:
- Mobile ads drive app discovery. 74% of consumers (on average across both groups) downloaded apps after viewing mobile ads.
- The game retains its popularity vis-à-vis social media. Of the audience surveyed in apps outside of games, 60% play mobile games, tied with social media for the most used type of apps.
- Reward ads have expanded beyond 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 largely receptive to the rewarded model.
- Consumers use a small number of the apps they download. The majority of mobile users have 20 or more apps on their devices, but up to 50% only use 5-10 daily. That’s why it’s essential for publishers and developers to focus on retention as well as acquisition.
- Relaxation leads to higher downloads. People are more likely to download new apps while on vacation or in their free time.
- Entertainment and relaxation are the primary use cases for the app. 65% of consumers regularly use their apps for entertainment and relaxation.
- Diversified app monetization strategies are essential. While around 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 making more in-app purchases than five years ago.
“Our latest report reveals what Tapjoy has been saying for years: mobile ads are critical to app discovery, both inside and outside of mobile games. There is very little difference between who plays mobile games and those who use non-gaming apps when it comes to app discovery,” said Jeff Drobick, general manager of US Sonic and Tapjoy at ironSource. “Additionally, the data shows that various monetization strategies are critical to maximize revenue per user, which means that ads and in-app purchases can coexist peacefully without cannibalizing revenue. To fully explore each topic, we publish two versions of the Modern mobile consumer Report: App Discovery for UA Marketers and App Monetization for Publishers. »
IronSource’s Modern mobile consumer 2022 reports used MobileVoice® Market research data collected from a variety of popular apps via the Tapjoy Offerwall. Additional responses were curated by third-party polling service Pollfish to confirm accuracy and eliminate potential bias. All respondents confirmed they were 18 or older, and responses were filtered to provide the most accurate data.
ironSource’s survey results rely on Tapjoy’s profiling of the modern mobile gamer®, answer important questions about consumer mobile behavior.
To download the full report, visit our website. Readers can download either version of the Modern Mobile Consumer report by selecting their preference in the form.
ironSource is a leading business platform for the app economy. App developers use ironSource’s platform to transform their apps into successful and scalable businesses, leveraging a comprehensive set of software solutions that help them grow and engage users, monetize content and analyze and optimize business performance to drive overall growth. The ironSource platform also enables telcos to create a richer device experience, incorporating 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 empowers customers to focus on what they do best, building great apps and user experiences, while enabling the expanding their business into the app economy. For more information, please visit www.is.com
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