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Only 3.5% of gamers make in-app purchases - AppsFlyer

These users are whales, spending 30 times more than the average gamer

A new report from AppsFlyer that examines the state of in-app spending confirms what many of us already suspected about mobile gaming: it's really, really hard to get any players to spend a dime on your title, but those who do spend often spend big. "Our data showed that only about 3.5% of gamers spend money in-app, but those users are big spenders, spending 30 times more than the average gamer (paying and non-paying) with $9.39 vs. $0.32 a month per gaming app," the report states.

Interestingly, as you can see from the chart below, iOS users far outpace their Android counterparts when it comes to in-app spending for games. Not only are there a greater percentage of paying users, but those who are spending on games on Apple's App Store tend to make purchases in the $15 per month range, compared to around $7 on Android.

Looking more broadly across all kinds of apps (not just games), AppsFlyer found a similar pattern. The firm saw that by analyzing over 1,000 apps and 100 million users, iOS users spend nearly 2.5 times more than Android users ($1.08 to $0.43 in monthly IAP per user per app). Furthermore, iOS users are about 50% more likely to spend any money than Android users.

You can get a copy of the report here if you're looking for more data.

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James Brightman avatar

James Brightman


James Brightman has been covering the games industry since 2003 and has been an avid gamer since the days of Atari and Intellivision. He was previously EIC and co-founder of IndustryGamers and spent several years leading GameDaily Biz at AOL prior to that.