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BizReport : Mobile Marketing : March 29, 2016

Mobile games dominate U.S. iPhone users' app spend

U.S. iPhone users spent an average of $35 on app downloads and purchases last year, with more being spent on games than any other category, according to new data released by app marketing firm Sensor Tower.

by Helen Leggatt

Sensor Tower's data comes from 110 million active iPhones during 2015 and reveals that $35 was spent by users on both app downloads and in-app purchases. Of that spend, $25 was on mobile games while second-place music accounted for just $3.40 on average.

Social ($1.80), entertainment ($1) and lifestyle ($0.40) make up the top five spend categories and the remaining $6.80 was spent across 18 other categories. Of those, health and fitness saw the biggest spend ($0.35) and catalogs the least ($0.01).

App installs were also dominated by games with 10.5 apps downloaded on average per iPhone in the U.S. ahead of photo and video (3.4 downloads) and social media (3.3 downloads per device).

According to Randy Nelson, head of mobile insights at Sensor Tower, "the Games category offers developers access to not only the largest subset of app consumers, but also the one willing to spend the most on premium apps and IAP. We estimate that each game install--an average of 10.5 per device--grosses an average of $2.43."

Image via Shutterstock

Tags: apps, mobile, mobile games, spending surveys

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