App advertising revenue over time

During the golden times of Palm OS, the assumption was that users buy an app and keep using it for a lifetime. Then came the iPhone, and the concept of the throwaway app.

InnerActive, an in-application advertising company, has now taken a look at how users use their programs over time. The figures below summarize the lifecycle of an app for 12 months after its initial release:

In addition, an interesting figure re clickthrough rates. It looks like Nokia users are especially motivated to click ads:

Find the full PDF whitepaper here:
http://inner-active.com/public/WP/IA_WhitePaper_April2011.pdf

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2. On un-updated advertising
3. App Development revenue beats sales revenue
4. A map of the mobile advertising landscape
5. Since February 2011, mobile ad revenue grew by 522%