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Mobile users prefer free, ad-supported apps, and that’s creating more in-app advertising opportunities.

Despite a growing number of app users, the number of U.S. mobile users willing to pay for apps will actually decline in the next four years. About 80 million people will pay for mobile apps at least once this year, according to a new forecast from eMarketer. That represents about one-third of all mobile users.

Yet these gloomy numbers might not be bad news for marketers. Nearly 93% of smartphone users and more than 90% of tablet users will download and install apps, according to eMarketer, signaling more in-app advertising opportunities.

Continue reading at AdAge.com