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Modern Mobile Consumer 2022: App Discovery Report

The Modern Mobile Consumer 2022: App Discovery Report examines the evolving journey of mobile users from initial app discovery to daily usage and long-term engagement. The primary thesis suggests that the traditional distinction between gamers and non-gamers is increasingly obsolete, as consumer behaviors and attitudes toward advertising are remarkably consistent across different app categories. Findings indicate that mobile gaming has become a universal hobby, with 60% of non-gaming app users playing mobile games daily, tying with social media for the top usage category. Data highlights the dominance of in-app advertising as a discovery tool, with 70% of gaming audiences and 78% of a control group reporting they have downloaded apps after seeing mobile advertisements. While most users maintain over 20 apps on their devices, the majority only engage with five to ten apps daily. To break into this limited rotation, the research suggests that video ads, app store promotions, and interactive formats are the most effective. Furthermore, rewarded ads—traditionally associated with gaming—show broad appeal, with 33% of non-gaming audiences paying more attention to ads that offer in-app incentives. The research methodology involved a large-scale survey of 30,457 respondents conducted in April and May 2022. The sample included 18,894 consumers from gaming apps and 11,563 from non-gaming apps within the ironSource network, supplemented by a 500-person third-party control group to eliminate bias. All participants were verified adults aged 18 or older. The geographic scope is global, focusing on the broader mobile app economy. Conclusions emphasize that successful user acquisition strategies must prioritize interest-based relevance, humor, and rewarded engagement to capture the attention of the modern mobile consumer.

user-acquisition monetization in-game-advertising+3

ironSourceJan 2022

Report

Modern Mobile Consumer 2022: App Monetization Report

The 2022 App Monetization Report examines the evolving spending habits and monetization preferences of mobile users across gaming and non-gaming environments. The primary thesis asserts that modern consumers are increasingly receptive to hybrid monetization models, where rewarded ads and in-app purchases (IAP) coexist without cannibalizing revenue. A significant shift in the industry is the blurring of lines between "gamers" and "non-gamers," as both groups demonstrate nearly identical attitudes toward app interaction and spending. Key findings indicate that approximately one-third of consumers now make occasional in-app purchases of a few dollars, a sharp increase from the 2% to 3% industry standard reported five years ago. While 78% of users prefer free apps, between 28% and 49% are willing to spend once they have engaged with the content. Demographic data reveals nuanced preferences: Generation X is the most likely group to make frequent IAPs yet still prefers ad-supported models, while 24% of Gen Z users express a unique preference for one-time fees to remove advertisements. The research is based on a comprehensive survey of 30,457 respondents conducted in April and May 2022. The methodology utilized the MobileVoice market research network to reach 18,894 gamers and 11,563 non-gaming app users, supplemented by a 500-person third-party control group to ensure accuracy. Respondents were all aged 18 or older and participated via an opt-in model in exchange for virtual rewards. The scope is global, covering a broad spectrum of the mobile app economy and providing actionable insights for developers to diversify revenue streams through value bundles and balanced ad integration.

monetization player-behavior market-analysis+2

ironSourceJan 2022