Mobile application monetization methods and user attitudes
Kyngäs, Simeon (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202402082691
https://urn.fi/URN:NBN:fi:amk-202402082691
Tiivistelmä
The purpose of this thesis is to gain insight on the attitudes and preferences of regular mobile device users towards mobile application monetization. The topic was chosen for the purpose of learning and gaining information for the researcher’s future projects, and out of personal interest towards consumer behaviour.
The theoretical basis for the research is formed from two different parts. In the first part, a general overview about the existing mobile application monetization methods is given for the purpose of understanding the topic and the terminologies involved. This is then followed by a literature review that showcases some of the existing research on the topic of mobile application monetization attitudes.
A quantitative survey was conducted on regular mobile application users about their attitudes towards mobile application monetization methods. The survey also involved questions about attitudes towards different mobile advertisement formats, as well as questions about monetization-related causes for quitting and uninstalling mobile applications. The answers to the survey were collected from personal social groups and from online platforms.
A significant finding of the study was that the respondents had overall negative attitudes towards all mobile application monetization methods, with the only exception being premium/up-front monetization. It was also found that overall, the monetization methods that gave the users personal agency and the ability to make a choice were perceived more positively than those that did not involve personal agency of the application user.
Towards the end of the thesis, conclusions are made and reflected on the theory, reliability and validity of the results is assessed and discussed, which is then followed by recommendations for further studies.
This research thesis was carried out during the fall semester in 2023.
The theoretical basis for the research is formed from two different parts. In the first part, a general overview about the existing mobile application monetization methods is given for the purpose of understanding the topic and the terminologies involved. This is then followed by a literature review that showcases some of the existing research on the topic of mobile application monetization attitudes.
A quantitative survey was conducted on regular mobile application users about their attitudes towards mobile application monetization methods. The survey also involved questions about attitudes towards different mobile advertisement formats, as well as questions about monetization-related causes for quitting and uninstalling mobile applications. The answers to the survey were collected from personal social groups and from online platforms.
A significant finding of the study was that the respondents had overall negative attitudes towards all mobile application monetization methods, with the only exception being premium/up-front monetization. It was also found that overall, the monetization methods that gave the users personal agency and the ability to make a choice were perceived more positively than those that did not involve personal agency of the application user.
Towards the end of the thesis, conclusions are made and reflected on the theory, reliability and validity of the results is assessed and discussed, which is then followed by recommendations for further studies.
This research thesis was carried out during the fall semester in 2023.