Marketing and analytics company AppsFlyer conducted an extensive study in order to find out what trends in the area of micro-transactions in the global mobile market exist. Rebound Mobile translates an App2Top.ru’ summary.
The average world indicators are: 3.5% of applications users make in-game purchase. A paying user spends in average $ 9.39 a month in a game. The average revenue, based on all players, is $ 0.32 per month.
Statistics on platforms as follows: owners of Apple devices spend in games much more than Android users. The average microtransaction of iOS-user is $ 10.96. An Android amounts of $ 5.53. The average revenue from paying user on iOS is also higher: $ 15.34 versus $ 7.31.
Depending on a region, the statistics vary.
Residents of the Asian region spend on games much more compared to people from other countries. Paying players account for 2.82% of the total number of gamers. The average purchase price is $ 12.92. The average income from paying user is $ 20.83. And revenue from the IAP out of paying and non-paying users is $ 0.56.
In Asia the difference between platforms is preserved, though not so serious. The number of paying users on iOS is 3,52%, on Android – 2,71%. The average purchase on iOS is $ 15.62, on Android – $ 11,87. The average income from paying user on iOS – $ 21,53, on Android – $ 19,48. And the average income from paying and non-paying users is $ 0,76 (iOS) and $ 0,53 (Android).
Importantly, AppsFlyer experts do not specify which Asian countries they refer to. According to the figures we can assume that those mentioned are South Korea and Japan, as in China the number of paying users is very low, as well as the average revenue per paying user, and the leading platform there is Android.
The same figures for North America look completely different. Paying gamers in those countries are 4.4%. The average purchase price is $ 5.77. The average income from paying user is $ 4.34. In terms of paying and non-paying users revenue from IAP is $ 0.19.
The difference in the platforms’ figures in North America is opposite to the rest of the world. For Android paying users (4.3%), the average purchase price is $ 10.56, the average income from the paying user is $ 3.96. Income from IAP, based on all users – $ 0.25. On iOS 4.5% of the players pay. The average purchase price is $ 5.67, the average income from a paying player – $ 4.71, and revenue of IAP in terms of paying and non-paying – $ 0.16.
In Europe the figures are lower. The average purchase is $ 3.74. The average income from paying user is $ 4.34 and the same $ 0.19 are in terms of paying and non-paying players.
Paying players in Europe are 3.9% of the total. Same like in Asia, iOS leads in Europe with the average pay of $ 5.29, the average income of the paying user is $ 7.90 and the average income of the IAP in terms of paying and non-paying is $ 0.30. Paying users on Apple are 3.8%. There are slightly more on Android – 3.9%. However, they bring less money. The average purchase price is $ 3.30, the average income from a paying user is $ 4.07. The average income of IAP in terms of paying and non-paying for Android is $ 0.16.
The lowest figures are in Latin America. The local market is related to developing countries. There are only few paying users -the average of only 1.2%. The average pay is $ 5.12, the average income from the user paying – $ 4.02, and the average income of the IAP based on all users is $ 0.07.
The difference by platforms on this market is dramatic. Paying users on iOS are 2,16%, while on Android – 1,14%. The average purchase is $ 8.9 and $ 3.58 respectively. The average income from paying user is $ 7.7 on iOS and $ 3.76 on Android. And revenue from microtransactions in terms of paying and non-paying players on iOS is almost 4 times more than on Android: $ 0,23, compared to $ 0.05.
As AppsFlyer experts note, it is in the Latin American market the difference in income between paying and non-paying users is particularly high.
The research was conducted from April to May 2016. AppsFlyer studied the transaction in the amount of 300 million in 1000 gaming and non-gaming applications. The number of unique users reached 100 million, and the number of their purchases were almost 30 million.
*published by App2Top.ru