Solution: Let Parents Customize Apps So They Can Feel Children Are Safer

Your company spent countless hours developing your application, and you have high expectations for its success. Your intention is to have the best user experience possible, high engagement and… why not throw in app monetization?You implement the best ASO practices and everything is going well. Your app climbs the charts, you boost downloads with advertising, and you begin to feel that all your hard work is paying off.

And then the plan starts fraying at the edges. Bad reviews start popping up from parents complaining that your app has inappropriate ads for their kids. Your app isn’t even targeted for kids, but you can’t stop them from using it, so you brainstorm for solutions. What about switching the ad network? That would certainly be a hassle.  Instead, you decide to add a new in-app purchase option that removes ads. But in order to cover the ad revenue you would lose with the No Add option, you have to charge $3.99 per person. Users are not happy with this either, and now the bad reviews include complaints about the cost of turning off ads. Now the nail in the coffin:  whispers of a copycat app that has less intrusive ads spreads. Your app downloads fall until you’re no longer in a relevant ranking position. Time to think about the next great app idea.

Yes, these are real reviews from a popular game


Ok, this is a hypothetical story. But in a saturated market of competing apps, it’s not an impossible outcome. Even if your app is not targeted for children, there’s still a chance that minors may use it. If that’s the case, you have to plan for the very real probability that parents will be concerned about the content your app displays to their children, even if it’s content you don’t create – like ads.

Some parents prefer to be in the driver’s seat, choosing which apps to download instead of letting their children make the decision.  Others use third-party parental control solutions such as Qustodio or Circle. Many delete apps that make them uncomfortable. And even more write bad reviews or talk to peers about their dissatisfaction – all of which hurts your app’s popularity and your bottom line.

So, as a publisher, what should you do? As mentioned before, the fact that your app is not targeted toward children does not mean that you’ll escape parents’ scrutiny. This means you’ll also have to consider the needs of your child users – needs that parents will dictate.

The only viable solution is to let parents make adjustments that fit the needs of their children, and assures them that they are in control of what their children are exposed to. What your app needs is a parent’s area. In this password-protected space,  parents can set limits and turn off features they don’t feel are appropriate for their kids.

Here we run into another tiny snag. It’s likely that parents will consider the parent’s area feature as a natural part of their app account. To ask parents to pay extra for this feature may be cause for complaint – and more bad reviews. Considering that one of the most common complaints from parents is inappropriate ads, you could be forced to let parents turn off ads, reducing significantly your revenue. Therefore, by offering parent customization yourself, you do address their concerns and you eliminate bad reviews from parents but that will probably impact heavily your bottom line.

At this point you might be asking yourself whether or not it’s practical to internally develop parental controls. Is your team big enough to allocate a portion of it to developing a parent’s area? Are you willing to split your team for the duration of time it will take to develop satisfactory parental controls? Or would you rather be putting your team’s talents and your investors’ money to developing and marketing the perfect app?

You can relax now. Saferize provides the customization you need to keep parents happy, with minimal implementation cost. We give you best-in-class solutions that allows publishers to address parents’ concerns while providing a complimentary revenue stream. Publishers earn $1 per month for each Saferize subscriber they acquire.

If you’re ready to give it a try, or you want to learn more, get in touch with us and schedule a demo.

Subscribe to our blog to stay in the loop on emerging news regarding parental controls and screen time regulation, and remember to supply a steady schedule of off-line interaction to give your child the best chance at success!

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