India Users spend as much as the Global Average: New Report

AppsFlyer, the global mobile marketing attribution analytics company, announced the results of its State of In-App Spending report, with details from in-app purchase (IAP) behaviors of more than 100 mn mobile app users across over 1,000 apps.

The report reveals that, overall, Asian users spend 40 percent 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 percent 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.”