Rewarded ads and in-app purchases (IAP) do not cannibalize each other, allowing for a hybrid monetization strategy that maximizes revenue without sacrificing user experience.

According to "Modern Mobile Consumer 2022: App Monetization Report": Rewarded ads and in-app purchases (IAP) do not cannibalize each other, allowing for a hybrid monetization strategy that maximizes revenue without sacrificing user experience.

The percentage of users making occasional IAPs has grown significantly to approximately one-third of the total user base, up from 2-3% five years ago.

According to "Modern Mobile Consumer 2022: App Monetization Report": The percentage of users making occasional IAPs has grown significantly to approximately one-third of the total user base, up from 2-3% five years ago.

Free apps with IAP are the dominant model, accounting for 52% of all gaming app downloads.

According to "Modern Mobile Consumer 2022: App Monetization Report": Free apps with IAP are the dominant model, accounting for 52% of all gaming app downloads.

Consumer spending on IAPs has increased, with 15-17% of users reporting higher expenditure compared to five years ago.

According to "Modern Mobile Consumer 2022: App Monetization Report": Consumer spending on IAPs has increased, with 15-17% of users reporting higher expenditure compared to five years ago.

While preferences are split between IAP and ad-supported models, 24% of Gen Z users are specifically willing to pay a one-time fee to remove advertisements.

According to "Modern Mobile Consumer 2022: App Monetization Report": While preferences are split between IAP and ad-supported models, 24% of Gen Z users are specifically willing to pay a one-time fee to remove advertisements.

Generation X demonstrates a unique preference profile, favoring occasional or frequent IAP while still preferring an overall ad-supported experience.

According to "Modern Mobile Consumer 2022: App Monetization Report": Generation X demonstrates a unique preference profile, favoring occasional or frequent IAP while still preferring an overall ad-supported experience.

The 2022 study, conducted between April and May, utilized a sample of 30,457 participants across the ironSource network to validate these monetization trends.

According to "Modern Mobile Consumer 2022: App Monetization Report": The 2022 study, conducted between April and May, utilized a sample of 30,457 participants across the ironSource network to validate these monetization trends.

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Key Insights

Modern Mobile Consumer 2022: App Monetization Report

ironSource~9 min full read

01
Rewarded ads and in-app purchases (IAP) do not cannibalize each other, allowing for a hybrid monetization strategy that maximizes revenue without sacrificing user experience.
See it on page 4
02
The percentage of users making occasional IAPs has grown significantly to approximately one-third of the total user base, up from 2-3% five years ago.
See it on page 8
03
Free apps with IAP are the dominant model, accounting for 52% of all gaming app downloads.
See it on page 8
04
Consumer spending on IAPs has increased, with 15-17% of users reporting higher expenditure compared to five years ago.
See it on page 8
05
While preferences are split between IAP and ad-supported models, 24% of Gen Z users are specifically willing to pay a one-time fee to remove advertisements.
See it on page 4
06
Generation X demonstrates a unique preference profile, favoring occasional or frequent IAP while still preferring an overall ad-supported experience.
See it on page 4
07
The 2022 study, conducted between April and May, utilized a sample of 30,457 participants across the ironSource network to validate these monetization trends.
See it on page 6

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