New Report on Global In-App Spending Habits Finds That Asian Consumers Spend 40% More In Apps Than the Rest of the World

AppsFlyer study sheds light on in-app spending patterns of mobile users around the world; iOS users spend nearly 2.5 times more than Android users

AppsFlyer, the leading global mobile marketing attribution analytics company, announced today the results of its State of In-App Spending report, with details from in-app purchase (IAP) behaviors of more than 100 million mobile app users across over 1,000 apps. The report reveals that Asian users spend 40% more on in-app purchases than the rest of the world, although North Americans spend the single highest amount — in shopping apps. In addition, the report shows that iOS users spend nearly 2.5 times as much as Android users — $1.08 to $0.43 in monthly IAP per user, per app. Not only do they spend more, but iOS users are about 50% more likely to spend any money in apps than Android users.

Further, the study finds that only 5.2% of users spend money on in-app purchases, but that the average paying user spends $9.60 in monthly transactions per app with purchase activity — more than 20 times the average spend of all users combined.

The report provides a regional breakdown as well, and includes a breakdown for games, shopping and utility apps. Some of the specific findings include:

  • The average user spends $0.50 per month on IAP per app with purchase activity (the average paying user spends $9.60 per month)
  • The average purchase amount is $12.77 on iOS, $6.19 on Android and $8.80 overall
  • 7.1% of iOS users make at least one payment per month; 4.6% of Android users do
  • Asian users spend a monthly average of $0.70 per user per app; Latin Americans spend the least, at $0.16
  • North American shoppers spend 2.5 times more than the average European app shopper, and 3 times more than Asian shoppers
  • The average monthly in-app spend for gaming apps is $0.32; for shopping apps it is $2.68

“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,” said Ran Avrahamy, AppsFlyer’s VP of Marketing. “Our data shows that in-app spending continues to present a significant opportunity for app publishers and marketers. 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 full report can be downloaded here: https://www.appsflyer.com/resources/state-app-spending-global-benchmarks-data-study

Methodology

The report examined data from April and May 2016, studying nearly 30 million purchase events conducted by over 100 million users across over 1,000 apps that have in-app purchase activity. The total spend analyzed in this report was $300 million worth of in-app transactions.