In-app purchases depend on the number of apps and games.

Original author: Kim-Mai Cutler
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In-app purchases have become the most popular way that developers try to earn income, because most of the top 25 profitable iOS apps are free. The British company NaturalMotion earned $ 12 million in a month with purchases made only within the CSR Racing game for iOS, so micro-payments could well merge into a wide river of profit.

The Apsalar analytic company took a closer look at factors that could predict spending within applications, and more specifically about how the number of applications downloaded by users affects their usual spending.

User budget is limited. The more paid apps the user has installed, the less likely they are to make a purchase within the app.

One could already guess something: users with a high percentage of paid applications, as a rule, spend less money inside free ones. Apsalar believes that this is due to the limited budget of users - paid applications serve as the economic equivalent of purchases made within applications.

Now, although it is difficult for an individual developer to find out how many applications a particular user has, developers can decide where and how they can cross-promote their work in other games or applications. So game developers will not be able to cross-promote their free applications in other paid games if this reduces their chances that the end user will be willing to pay them in virtual currency.

The more applications the user has installed, the more likely they are to make a purchase within the application. 55% of users with more than 6 apps installed made in-app purchases.

Then, here is something unexpected - the more applications a consumer has, the more likely it is that he will spend money inside one of them. If he has enough money to download a bunch of applications, then they will have enough money to make purchases inside these applications. More than half of users who have installed more than 6 applications on their device will spend money on purchases within applications, compared to 6% of those who have only one application. (Of course, it's hard to imagine a person who has less than five applications installed on a smartphone).

In addition, the more games the user has installed, the higher the likelihood that he will spend money inside the application.

The more gaming applications the user has installed, the higher the likelihood of them making purchases within the application. 64% of users who have more than 6 gaming applications make purchases within these applications.

Although, this trend has a downside. The more applications a user has, the less time he spends in each particular application. It is logical that if users have dozens of applications, they simply do not have enough free time to spend certain amounts in each of them.

Apsalar study showed a decrease in the duration of the session in the application, in inverse proportion to the number of installed applications.

The statistics for this study were obtained from 250 million unique mobile devices and from more than 100 billion different user actions generated on the Apsalar network. The company, which received $ 5.8 million in funding from Thomvest and Battery Ventures, recently launched a service for interaction between application developers who want to choose users for targeted promotion of their applications based on their previous activity.