Few app users make in-app purchases

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According to AppsFlyer’s report, released on 30 June, just 5.2% of mobile users globally make in-app purchases. This small subset of users pays $9.60 per month per app. Across the entire 100 million users studied, the average in-app purchase was closer to just 50 cents per app.

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“Our data shows that in-app spending continues to present a significant opportunity for app publishers and marketers,” said Ran Avrahamy, AppsFlyer’s VP of marketing. “While only a small portion of app users actually spend money on in-app purchases, app developers and marketers can capitalize by ensuring they always offer an optimal in-app experience, and by constantly measuring and optimizing their activities in order to build a strong base of loyal, valuable users.”

The report also looked at geographical and device-type differences in in-app spending.

Users in Asia were found to spend 40% more on in-app purchases than the rest of the world, mostly focused on mobile games, while North Americans spend the highest amount in shopping apps.

In terms of device, the report shows iOS users spend nearly 2.5 times as much as Android users ($1.08 vs. $0.43 in monthly in-app purchases per user, per app). Not only do they spend more, but iOS users were found to be 50% more likely to spend on in-app purchases than Android users.

“As app developers lay out their development, marketing and engagement strategies, it is critical for them to understand the differences in in-app spending behaviors across different platforms, geographic regions and app categories,” added Avrahamy.

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ABOUT THE AUTHOR

Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, FaithandValues.com and with Threshold Media.