74% of consumers use mobile ads to discover new apps according to ironSource report

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MobileVoice® Study Demonstrates Effectiveness of In-App Ads and Diverse App Monetization to Help App-Based Businesses Increase Revenue and Growth

ironSource (NYSE:IS), a leading business platform for the app economy, today released its MobileVoice® reports: The Modern Mobile Consumer 2022: App Discovery and Monetization. The reports, available in two flavors – one for app marketers and one for monetization managers – provide data on consumers’ app discovery habits and dive into preferred ad types, how often they use their downloaded apps, why they use their apps and more. The ironSource data also reveals how attitudes towards advertising and monetization have evolved, as well as the differences in how Gen X, Millennials and Gen Z interact with mobile apps.

The reports are the latest in Tapjoy’s Modern Mobile Gamer® series, which focuses on understanding consumers of the freemium app ecosystem and dives into who plays mobile games and why. Modern Mobile Consumer builds on this foundation by analyzing how people use their smartphones, as well as their changing feelings about mobile ads and monetization. This is the eleventh report in the series since its inception in 2017.

Leveraging MobileVoice®, ironSources’ market research solution, insights were collected from 30,457 consumers through optional surveys across thousands of mobile apps within MobileVoice®, as well as than an additional 500 respondents from a control group used to eliminate bias and confirm accuracy.

Here are some of the key findings:

  • Mobile ads drive app discovery. 74% of consumers (on average across both groups) downloaded apps after viewing mobile ads.
  • The game retains its popularity vis-à-vis social media. Of the audience surveyed in apps outside of games, 60% play mobile games, tied with social media for the most used type of apps.
  • Reward ads have expanded beyond mobile games. 33% of consumers surveyed in apps outside of games say they pay more attention to ads with in-app rewards. This is only slightly less than the gaming-focused group, indicating that consumers are largely receptive to the rewarded model.
  • Consumers use a small number of the apps they download. The majority of mobile users have 20 or more apps on their devices, but up to 50% only use 5-10 daily. That’s why it’s essential for publishers and developers to focus on retention as well as acquisition.
  • Relaxation leads to higher downloads. People are more likely to download new apps while on vacation or in their free time.
  • Entertainment and relaxation are the primary use cases for the app. 65% of consumers regularly use their apps for entertainment and relaxation.
  • Diversified app monetization strategies are essential. While around a third of all groups surveyed said they never pay to download apps, between 28% and 49% occasionally make in-app purchases of a few dollars at a time. Attitudes towards monetization outside of mobile games are changing, with 15% of the non-gaming app audience reporting making more in-app purchases than five years ago.

“Our latest report reveals what Tapjoy has been saying for years: mobile ads are critical to app discovery, both inside and outside of mobile games. There is very little difference between who plays mobile games and those who use non-gaming apps when it comes to app discovery,” said Jeff Drobick, general manager of US Sonic and Tapjoy at ironSource. “Additionally, the data shows that various monetization strategies are critical to maximize revenue per user, which means that ads and in-app purchases can coexist peacefully without cannibalizing revenue. To fully explore each topic, we publish two versions of the Modern mobile consumer Report: App Discovery for UA Marketers and App Monetization for Publishers. »

IronSource’s Modern mobile consumer 2022 reports used MobileVoice® market research data collected from a variety of popular apps via the Tapjoy Offerwall. Additional responses were curated by third-party polling service Pollfish to confirm accuracy and eliminate potential bias. All respondents confirmed they were 18 or older, and responses were filtered to provide the most accurate data.

ironSource’s survey results rely on Tapjoy’s profiling of the modern mobile gamer®, answer important questions about consumer mobile behavior.

To download the full report, visit our website. Readers can download either version of the Modern Mobile Consumer report by selecting their preference in the form.

About ironSource

ironSource is a leading business platform for the app economy. App developers use ironSource’s platform to transform their apps into successful and scalable businesses, leveraging a comprehensive set of software solutions that help them grow and engage users, monetize content and analyze and optimize business performance to drive overall growth. The ironSource platform also enables telcos to create a richer device experience, incorporating relevant app and service recommendations to engage users throughout the device lifecycle. By providing a comprehensive business platform for the core components of the app economy, ironSource empowers customers to focus on what they do best, building great apps and user experiences, while enabling the expanding their business into the app economy. For more information, please visit www.is.com

Caution Regarding Forward-Looking Statements

This press release contains various forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, or the Securities Act, and Section 21E of the Securities Exchange Act of 1934, as amended, which represent the beliefs and assumptions of our management. regarding future events. These statements are intended to qualify for the “safe harbor” of liability established by the Private Securities Litigation Reform Act of 1995. Examples of such forward-looking statements include, but are not limited to, statements regarding the benefits and the expected impacts of the tests. tool. Words such as “expect”, “estimate”, “project”, “scale”, “budget”, “plan”, “anticipate”, “intend”, “plan” , “may”, “will”, “could”, “should”, “believe”, “predict”, “potential”, “continue” and similar expressions are intended to identify these forward-looking statements, but are not the means proprietary to identify such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements set forth in the Company’s filings with the SEC. ironSource cautions readers not to place undue reliance on forward-looking statements, which speak only as of the date made. Except as required by applicable law, ironSource does not undertake or accept any obligation or commitment to issue updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, of the conditions or circumstances on which such statement is based.

Media contact:

Ilana Stemmer

[email protected]


Investor Relations Contact:

Daniel Amir

[email protected]


Source: iron source

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