ironSource

The report examines how modern mobile consumers interact with app monetization, revealing that rewarded ads and in‑app purchases (IAP) coexist without cannibalizing revenue. Surveying 30,457 participants—18,894 from gaming apps and 11,563 from non‑gaming apps on the ironSource network, plus a 500‑person control group outside MobileVoice®—the study covers North America and global markets from April to May 2022. Respondents were verified as adults and opted in for virtual rewards, ensuring engagement accuracy.

Key findings show an almost even split between IAP and ad‑supported preferences across both gaming and non‑gaming audiences. Generation X favors occasional or frequent IAP yet prefers ad support overall, while 24% of Gen Z would pay a one‑time fee to remove ads. Approximately one third of users make occasional IAPs, a significant rise from the 2‑3% noted five years earlier. Free apps with IAP dominate downloads (52% of gaming users), and 15‑17% of consumers now spend more on IAPs than five years ago.

Methodologically, the study combined custom MobileVoice® surveys with third‑party polling (Pollfish) to mitigate bias. Data were analyzed using ironSource’s Offerwall and native survey offers, with age verification and global reach.

The report concludes that diversified monetization strategies—balancing ads, IAPs, and optional removal fees—are essential to meet evolving consumer expectations. It recommends audience‑specific research, price optimization, and value bundle offerings to maximize revenue while preserving user experience.

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.