Comprehension of Ads-supported and Paid Android Applications: Are They Different?

Abstract: The Android market is a place where developers offer paid and-or free apps to users. Free apps are interesting to users because they can try them immediately without incurring a monetary cost. However, free apps often have limited features and-or contain ads when compared to their paid counterparts. Thus, users may eventually need to pay to get additional features and-or remove ads. While paid apps have clear market values, their ads-supported versions are not entirely free because ads have an impact on performance. In this paper, first, we perform an exploratory study about ads-supported and paid apps to understand their differences in terms of implementation and development process. We analyze 40 Android apps and we observe that (i) ads-supported apps are preferred by users although paid apps have a better rating, (ii) developers do not usually offer a paid app without a corresponding free version, (iii) ads-supported apps usually have more releases and are released more often than their corresponding paid versions, (iv) there is no a clear strategy about the way developers set prices of paid apps, (v) paid apps do not usually include more functionalities than their corresponding ads-supported versions, (vi) developers do not always remove ad networks in paid versions of their ads-supported apps, and (vii) paid apps require less permissions than ads-supported apps. Second, we carry out an experimental study to compare the performance of ads-supported and paid apps and we propose four equations to estimate the cost of ads-supported apps. We obtain that (i) ads-supported apps use more resources than their corresponding paid versions with statistically significant differences and (ii) paid apps could be considered a most cost-effective choice for users because their cost can be amortized in a short period of time, depending on their usage.