ironSource: App Discovery in 2022
Target ads to a relevant audience (hey, IDFA), and be funny - that's the road to success!
ironSource surveyed 18,894 mobile gamers and 11,563 users of non-gaming apps. On top of that, the company talked with 500 random people to verify the results.
70% of gamers and 78% of users of non-gaming apps downloaded apps after watching a mobile ad.
48% of users are finding new games through the ads. 46% are relying on friends’ recommendations. 37% find new games in store recommendations.
35% of gamers are downloading new apps in their free time, on vacation, or on holidays. 29% are downloading new games when it’s necessary. 23% - when setting up the new device.
Users think that video ads, app store ads (like Apple Search Ads), and interactive ads are the most useful formats for finding new apps. 32% of the gaming audience prefers store ads.
55% of mobile gamers notice mobile ads if it’s relevant. 37% are attracted to humor. 36% motivates an opportunity to get an in-app reward.
60% of non-gaming app users are playing games.