India Users Who Pay For In-app Purchases Spend Almost as Much as the Global Average

- 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 globally; In India it is 5.5 times more
- Asian Consumers Spend 40% More In Apps Than the Rest of the World

Chennai,India: AppsFlyer, the leading global mobile marketing attribution analytics company, has announced 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, overall, Asian users spend 40% more on in-app purchases than the rest of the world when taking into account all app categories, although North Americans spend the single highest amount -- in the shopping app category. In addition, the report shows that globally, iOS users spend nearly 2.5 times as much as Android users -- $1.08 to $0.43 in monthly IAP per user, per app. In India iOS users spend approximately 5.5 times more than Android users -- $1.12 to $ 0.20 and iOS users are three times more likely to spend in apps than Android users.

Further, the study finds that only 5.2% of users spend money on in-app purchases globally and in India it is 3.1%. The average paying user however spends $9.60 in monthly transactions per app with purchase activity globally -- and $8.78 in India.

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) globally. In India, the average user spends $.27 and the average paying user spends $8.78 per month.

- The average purchase amount is $12.77 on iOS, $6.19 on Android and $8.80 overall globally. However, in India the corresponding figures are $ 2.36 on iOS, $1.11 on Android and $ 1.32 overall reflecting the smaller ticket sizes of Indian purchases.

- Globally, 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; Indian spend is $0.27 on a monthly average which is higher than the Latin American spend 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 global 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.”

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.