Understanding app audience is very important, especially when you have a freemium app (the ‘mium’ part being handled by in-app purchases).
A report by Flurry studied the differences between those who play and those who spend money in mobile freemium games. This study uses data from a sample of iOS and Android freemium games with over 20 million users across more than 1.4 billion sessions.
Heavy users of freemium games are younger, while spenders in freemium games are older. The half that uses these games most, 13 – 24 year olds (55% of time spent), deliver only 21% of the revenue. And the half that spends heavily, 25 – 34 year olds (49% of money spent), represent just 29% of usage. We believe much of this has to do with play patterns, disposable income and relative available time.
- The top spending group is 25 – 34 years old, accounting for 49% of total dollars spent, next followed by 35 – 54 year olds at 28%.
- By contrast, the most dedicated users of these games in terms of time, the 18 – 24 year olds, rank only third in terms of money spent, generating 16% of IAP revenue.
- 13 – 17 year olds, a popular target audience of these games, account for only 5% of revenue.
- The 55+ age group delivers 2% of revenue.
The average age of consumers who spend money in these games is 32.2 years old. The situation is no different in India, where kids actually drive a lot of in-app purchase, especially when it comes to games like Talking Tom et al.
What has been your experience? If you are an app developer, do you take care of these game mechanics?
Also see: Explained: Google’s In-App vs. Apple’s In-App Subscription Policy