Mobile App Payments Fishing For Whales And Minnows

Karol Severin

June 2015

of mobile app revenue is concentrated in of app buyers with the majority of that revenue driven by in-app purchases. These ‘whales’ are the beating heart of the mobile app economy but their small number means that they make precarious foundations for the market. In a similar manner to the music industry, a large part of total revenue is driven by a small number of super-fans, while the vast majority of mainstream consumers remain free users. As a result any behavioral change among the small body of buyers has the power to shape the entire global app economy.

Companies mentioned in this report: Apple, Google, KING

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