82% of free children’s apps offer in-app purchases

Anne Freer | September 28, 2020

App Business

The second quarter of 2020 was the largest for mobile app downloads, according to money.co.uk based on data from the Google Play Store.

Among the top free games, 58% offered in-app as part of the gaming experience. The analysis provides valuable insights for app marketers looking to boost in-app sales.

The average in-app purchase was £15.51 per item, which adds up to over £650 million in revenue if 5% of users make an in-app purchase.

The data also reveals that 82% of children’s apps for ages between 5 to 12 years offered in-app purchases.

Although these apps are marked as free, the average in-app purchase was £10.08 per item.

If just 5% of users who install these apps make an in-app purchase, the estimated revenue would be £450 million.

So how many users actually make in-app purchases?

Based on a survey of 2,000 parents in the UK, 83% said they allowed their kids to use apps unattended.

Almost a third allowed them to use apps unattended often and said it happened all the time.

45% admitted to making in-app purchases by accident before.

Around 80% of British adults have made in-app purchases before and 79% admitted that the price had put them off from making a purchase.

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