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

SAN FRANCISCO–(COMMERCIAL WIRE)–ironSource (NYSE: IS), a leading enterprise platform in the app economy, today introduces its MobileVoice® reports: The Modern Mobile Consumer 2022: App Discovery and Monetization. The reports, available in two versions, one for app marketers and one for monetization managers, provide data on consumers’ app discovery habits and drill down into what types of ads they prefer, how often they use their downloaded apps, etc. what your apps use and more. The ironSource data also reveals how attitudes toward advertising and monetization have evolved, as well as highlighting differences in the ways Gen X, Millennials, and Gen Z interact with mobile apps.

Reports are the latest on Tapjoy’s Modern Mobile Gamer® series, which focuses on consumers’ understanding of the freemium app ecosystem and dives into who plays mobile games and why. Modern Mobile Consumer builds on that foundation by looking at how people use their smartphones, as well as their evolving sentiments about mobile ads and monetization. It is the eleventh report in the series since its inception in 2017.

Leveraging MobileVoice®ironSources market research solution, collected opinions from 30,457 consumers through engagement surveys across thousands of mobile apps within MobileVoice®as well as an additional 500 respondents from a control group used to remove 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 seeing mobile ads for them.
  • Games maintain their popularity against social networks. Among the audience surveyed on apps outside of gaming, 60% play mobile games, linking to social media for the most used type of apps.
  • Rewarded 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 broadly receptive to the rewarded model.
  • Consumers use a small amount of the apps they download. Most mobile users have 20 or more apps on their devices, but up to 50% only use 5-10 a day. That’s why it’s critical for publishers and developers to focus on both retention and acquisition.
  • Relaxation leads to higher discharges. People are more likely to download new apps while on vacation or in their spare time.
  • Entertainment and relaxation are the main use cases of the app. 65% of consumers repeatedly use their apps for entertainment and relaxation.
  • Diversified app monetization strategies are essential. While about a third of all groups surveyed said they never pay to download apps, between 28% and 49% occasionally make in-app purchases for a few dollars at a time. Attitudes towards monetization outside of mobile gaming are changing: 15% of the non-game app audience report making more in-app purchases than they did five years ago.

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

iron source Modern Mobile Consumer 2022 reports used MobileVoice® market research data collected from a variety of popular apps through the Tapjoy Offerwall. Additional responses were screened by the third-party survey service Pollfish to confirm accuracy and remove potential bias. All respondents confirmed that they were 18 years of age or older, and responses were filtered to provide the most accurate data.

ironSource survey results are based on Tapjoy’s profile of the Modern Mobile Gamer®, answering important questions about mobile consumer behavior.

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

About ironSource

ironSource is a leading trading platform for the app economy. Application developers use the ironSource platform to turn their applications into successful, scalable businesses, leveraging a comprehensive suite of software solutions that help them grow and engage users, monetize content, and analyze and optimize business performance to drive higher overall growth. The ironSource platform also enables telecom operators to create a richer device experience, incorporating relevant application and service recommendations to engage users throughout the device lifecycle. By providing a comprehensive business platform for the core constituents of the App Economy, ironSource enables customers to focus on what they do best, building great apps and user experiences, while enabling their business to expand across the industry. Application economics. For more information visit

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