Swrve, the mobile marketing automation provider, recently unveiled its latest Monetisation Report 2016, which finds that the vast majority of mobile game players deliver no revenue. On average, paying gamers spend $24.66 a month, up from $22 in 2014.
64% of paying consumers only made a single purchase during the month of February 2016, up from 49% in Swrve’s 2015 report. Another 6.5% made up to five or more purchases monthly. That is down from 13%. Swrve found that there was a definite trend towards lower volume purchasing in-app.
More gamers are making fewer in-app purchases
The average value of an in-app purchase was $13.82. Revenue was mostly driven by purchases between $5-$20.
Revenue and unit sales for in-app purchases
Swrve has previously released findings which point towards 50% of all revenues made coming from just 10% of those making the purchase. This figure hasn’t changed all that much, with 48.4% of revenue now contributed by the top 10% of spenders. However, the 60% of all payers now contribute just below 20% of all revenues, which represents a slight increase.
10% of spenders contribute to 48.4% of revenues
Spending varies significantly by day after game download. Most paying gamers (59%) make a purchase within the first day after downloading a new game. This drops to 7% after one week.
Day of purchase after download
The same is true for revenue generation, which is highest during the first day after download (55.5%) and drops as low as 3% on day 4 and remarkably recovers around day 5 to 22%. This may be due to players having successfully tested the game to warrant a purchase by day 5.
Revenue by day after download
Swrve also looked at the frequency of second purchases and found that 56% of payers made a repeat purchase, whilst 11% of new players even made five or more purchases within the first 14 days.