According to an adSage report, mobile application life cycle has been dropping from 200 days in June 2012 to 40 days in May 2013. The number of daily active users dropped and growth rate of new users slowed down.
Mobile ads average Click Through Rate (CTR) dropped below 1%, and the highest CTR was 1.28%; the lowest CTR was merely 0.29%.
It is becoming more and more difficult for an application even with more than 100,000 average daily impressions to get high income targeting a single mobile ad platform.
