Insurers that embed in-app purchasing to their mobile applications will have a leg up on their competitors, according to new research released by International Data Corp. (IDC).

According to a recent IDC study, mobile app downloads are forecast to soar from 10.7 billion in 2010 to 182.7 billion in 2015. While this number may be impressive, says the research firm, the larger story behind the numbers is an impending shift away from the current, near-total reliance upon initial app download purchases as the primary focus of app monetization to a rapidly growing focus on in-app purchasing and in-app advertising to fund business models.

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