DeNA[114] and A Thinking Ape[115] have both claimed that for most mobile games, expected ARPDAU is less than $0.10. However, YuChiang Cheng [CEO] of WGT said at Login Conference 2012 that an ARPDAU of less than $0.05 is a sign of poor performance, and that a good benchmark for ARPDAU is $0.12–015. Cheng also said that ARPDAUs on tablets are 15–25% higher than on smartphones.
