Modern Mobile Consumer 2022: App Monetization Report New data on consumer spending habits & monetization preferences. C . FOs0

Table of contents Executive Summary 2 Key Findings 3 Methodology 4 App Monetization Insights 6 The Path Forward 9 Conclusion 10 Get comprehensive insights & fuel growth with MobileVoice® 11 in the App Eco

Executive Summary Executive Summary To help UA advertisers and monetization managers find the most relevant information, we’ve split our Modern Mobile Consumer report into two versions: Monetization (seen here) and App Discovery (available here). Here’s what we discovered: Across a variety of apps, consumers are responsive to both rewarded ads and in-app purchases — they don’t cannibalize each other as previously assumed. Additionally, there’s no longer a need to segment audiences into “gamers” and “non-gamers,” as consumer attitudes towards app discovery and monetization are largely similar no matter what apps they’re using. We surveyed audiences from gaming and non-gaming apps on the MobileVoice® network, as well as a control group outside of these apps to eliminate bias and confirm accuracy. By thoroughly analyzing the mobile habits of a broader spectrum of consumers, we were able to identify common threads in how mobile users find and interact with their favorite apps. It’s time to meet the Modern Mobile Consumer. in the App Eco 2

Key Findings Key Findings ● In-app purchases and rewarded ads can coexist without cannibalizing each other. For example, Generation X is most likely to make in-app purchases “occasionally” or “often,” but this same demographic prefers the ad-supported model to IAP across the board. ● Those surveyed in mobile games and non-gaming apps are almost evenly split between their preferences for the IAP and ad-supported monetization models. Mobile games have long been the preferred medium for emerging ad formats like rewarded ads and playables, but this data shows that apps outside the gaming category represent similar opportunities. ● About a third of consumers on the MobileVoice® network make occasional IAPs of a few dollars each. That’s significantly more than the 2%-3% that was considered standard just five years ago.³ ● Having diverse monetization options will satisfy the largest group of consumers, as preferences vary by age and other demographic factors. In our control group, 24% of Zoomers indicated that they would prefer a one-time fee to remove ads, though other groups were less fond of that option. ³ Business Insider in the App Eco 3

Methodology Methodology Over the last seven years, we’ve surveyed tens of thousands of mobile gamers to understand their daily habits, brand preferences, and much more. These insights laid the foundation for our Modern Mobile Gamer® reports, driving the creation of rich and engaging in-app advertising experiences. Since the launch of MobileVoice® by Tapjoy in 2021, we’ve been able to use our market research solution to dig even deeper, gathering authentic insights with custom surveys that reward engagement and incentivize consumers to give accurate results. To that end, we’ve expanded the scope of the Modern Mobile Gamer®, releasing four major reports in 2021 and a game-dev-focused report in early 2022. That’s why we’re zooming out beyond the gaming ecosystem to look at consumers across audiences with our newest reports. Using MobileVoice®, we surveyed 18,894 consumers from gaming apps and 11,563 consumers from non-gaming apps across the ironSource network. Additionally, we used a third-party polling source to survey 500 consumers outside the MobileVoice® network to confirm accuracy and eliminate bias. in the App Eco 4