Use of Personal Data for Monetization Purposes: The Case of Mobile Applications

Abstract

In the mobile apps market, most apps can be downloaded for free. This study reviews the economic literature on the three most popular monetization strategies used to generate revenue: advertising, freemium, and personal data. We discuss the part played by personal data in each of these three monetization strategies, and highlight why the lack of knowledge about the ultimate uses of personal data by market stakeholders should be of concern.

Keywords:

• mobile apps
• monetization strategies
• third party
• privacy

JEL Classification Codes:

• L11
• L22
• M37

Disclosure Statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Clara Jean

Clara Jean is at Grenoble Ecole de Management in Grenoble, France. Vincent Lefrere is at Institut Mines-Télécom Business School in Évry-Courcouronnes, France.

Vincent Lefrere

Clara Jean is at Grenoble Ecole de Management in Grenoble, France. Vincent Lefrere is at Institut Mines-Télécom Business School in Évry-Courcouronnes, France.