A study by Mobclix shows that the potential revenue brought in from advertising in iPhone apps is more valuable than on Android apps.
They analyzed the the Top 10 apps for two weeks in the categories “Utilities”, “Entertainment” and “Games”. Only apps with 500k+ download and/or 75k daily active users were used. They defined an “Active User” as one who uses the app at least 3 times a week for a minimum of 5 minutes.
The results shown above show the iOS users defeating Android in every category tested. The “Utilities” category has the highest value overall with over 2x the value of “Games”.
According to the study, if you’re a developer, go iOS and a create handy free utility app to bring in some nice advertising revenue.
iPhone Users Are More Valuable Than Android Users: What the Mobclix Study Reveals About App Revenue
In the world of mobile applications, developers are constantly trying to understand which platform—iOS or Android—delivers better value, higher engagement, and more revenue. A study conducted by Mobclix, a well-known mobile advertising exchange at the time, made an eye-opening conclusion: iPhone users are significantly more valuable than Android users when it comes to in-app advertising revenue.
This study, which focused on top-performing mobile apps, provided early insights into user behavior and monetization trends that continue to influence mobile app strategy even today. Understanding why iOS users generate more revenue is crucial not only for app developers but also for marketers, advertisers, and tech investors.
How the Study Was Conducted
Mobclix analyzed data from the Top 10 mobile applications over a period of two weeks, focusing on three popular categories:
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Utilities
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Entertainment
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Games
To maintain statistical reliability, Mobclix only included apps that had either:
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500,000 or more total downloads, or
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75,000+ daily active users
These were not small or inactive apps—they were the highest-performing titles in their categories, ensuring the study reflected real, large-scale user behavior.
Defining the “Active User”
To accurately calculate ad revenue potential, the study introduced a strict definition of an Active User:
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Someone who uses the app at least three times per week
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For a minimum of five minutes per session
This helped ensure that results were not inflated by installs from users who opened the app once and never returned. The study measured real engagement, not vanity metrics.
The Results: iPhone Users Beat Android Users in Every Category
The study’s findings were clear: iPhone users generated more advertising revenue than Android users across all three app categories.
iOS users consistently consumed more ads, responded better to ad placements, and interacted more with content. This translated into higher revenue per user for developers.
Highest Revenue Category: Utilities
Surprisingly, the Utilities category delivered the highest advertising value overall. These are apps like:
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PDF viewers
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Flashlight apps
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System cleaners
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File managers
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Productivity tools
According to Mobclix, iPhone users in the Utilities category brought in over twice the revenue compared to users in the Games category.
This contradicted the popular assumption that games always produce the most revenue. While games generate huge install numbers, their user sessions may not always produce the best monetization results—especially in ad-supported free versions.
Entertainment and Games
Entertainment apps (video players, music apps, social content platforms) also saw significantly better performance on iOS. Meanwhile, Games—although extremely popular on both platforms—still generated less revenue per user compared to iOS Utility apps.
Across the board, every category showed iOS users outperformed Android users in ad revenue by substantial margins.
Why iPhone Users Generate More Revenue
There are several reasons why iPhone users have historically been considered more valuable. Many of these patterns have continued through the evolution of mobile ecosystems.
1. Higher Spending Power
Multiple studies across the industry have shown that iPhone users generally have:
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Higher income levels
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Greater purchasing power
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A willingness to pay for apps or in-app content
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A higher tendency to interact with advertising
This demographic difference naturally translates into more revenue per user.
2. Better App Store Ecosystem for Developers
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Has a stricter review system
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Features more polished apps
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Encourages developers to create premium experiences
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Has fewer fraudulent or low-quality apps competing for attention
Users who download apps from a curated platform often trust the content more, creating better engagement with ads and in-app purchases.
3. More Hardware Consistency
The iPhone ecosystem is simpler:
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Fewer device models
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Standard screen resolutions
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Consistent performance
This means:
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Ads load correctly
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Fewer crashes
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Better user experience
On Android, fragmentation historically made it difficult to ensure that ads rendered well across every device and OS version. Poor ad rendering = lower revenue.
4. Stronger User Engagement on iOS
iPhone users, on average, spend:
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More time in apps
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More sessions per week
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More attention on content
This directly increases how many advertisements they see and interact with.
5. Better Advertising Integration
Developers often optimized iOS apps first. Since the App Store was the initial powerhouse for paid apps and premium mobile gaming, monetization strategies were usually perfected on iOS before being ported to Android.
This meant:
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Better ad placements
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Higher quality display ads
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More efficient monetization
Android versions often came later and sometimes lacked the same refinement.
Implications for App Developers: Go iOS First
Mobclix concluded the study with a strong message for developers:
“If you’re focusing on ad revenue, choose iOS and create a free, utility-based app to maximize earnings.”
Utility apps, in particular, delivered the highest revenue potential due to:
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Frequent daily usage
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Longer session times
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Dependable user engagement
Developers looking to generate consistent ad revenue could benefit more from building simple, practical tools rather than complicated games with unpredictable retention.
What This Means for Today’s Market
Even though this study was conducted years ago, its findings still resonate:
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iOS users continue to dominate global app revenue
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Apple’s App Store earnings are consistently higher than Google Play
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Developers often release first on iOS due to better monetization
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Advertisers still report stronger conversion rates on iPhones
The ecosystem differences that Mobclix identified early on formed the foundation for long-term patterns in mobile app economics.
Conclusion
The Mobclix study revealed a key insight that has shaped the mobile app industry for years: iPhone users are more valuable than Android users in terms of advertising revenue. With higher engagement, stronger purchasing power, and more predictable user behavior, iOS users present a more profitable opportunity for developers—especially those relying on ad-supported models.
For developers aiming to maximize returns, building high-quality iOS apps—particularly Utility apps—remains one of the most reliable paths to success.
