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.