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Modern Mobile Consumer 2022: App Discovery Report

Mobile gaming has become a universal behavior, with 60% of non-gaming app users playing mobile games daily, matching social media as the top usage category.
In-app advertising is a primary driver for app discovery, leading to downloads for 70% of gaming audiences and 78% of non-gaming control group users.
While users typically maintain over 20 apps on their devices, the majority limit their daily engagement to only five to ten apps.

User Acquisition Monetization In-Game Advertising+3

ironSourceJan 2022

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

Monetization Market Analysis Player Behavior+2

ironSourceJan 2022