Mobile game players that pay for in-app purchases in one game, are highly likely to pay for them in a second game. How likely? Data shows 13% of players will pay again in another game, highlighting the importance of understanding in-app purchase history for players, and for cross-game marketing.
Research from mobile analytics company Soomla shows how deep this trend runs. A total of 18% of players who spend inside an app within 24-hours of first playing, are likely to spend in the second, while 24% will pay again if they start playing a second game inside 30 days.
Soomla’s research shows players that pay in one app, continue to pay in subsequent games
The probability of these players paying out in another game continues to rise, according to the company’s data. It’s pointed out that first-time payers are 13% more likely to pay in the second game, 23% in the third game, and 29% in the fourth.
Additionally, the more money spent that first time, also increases the chances of paying in another game. In-app purchasers spending $25 or more were 40% more likely to pay in a different game. Soomla also shows that players using action or trivia apps prefer to spend out in a different genre, while arcade and family app players tend to stick to the same genre.
The data comes from Soomla’s Mobile Gaming Insights Report, which can be downloaded from here.