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BizReport : Mobile Marketing : July 04, 2016

Few app users make in-app purchases

In-app spending, the hook on which most app developers hang their hopes of revenue, has been analyzed by mobile analytics firm AppsFlyer and finds that it continues to be a very small number of mobile users that make in-app purchases.

by Helen Leggatt

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.


"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.

Tags: app development, apps, gaming, in-app purchase, marketing, mobile

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