Reports Games

Mobile App Payments Fishing For Whales And Minnows

Report by Karol Severin
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The 20,000 Foot XXX of mobile app revenue is concentrated in XXX 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. 


Key Findings

  • Only XXX of consumers pay to download apps or make in-app payments
  • Downloads and In-App Purchases (IAP) account for XXX of total app revenue
  • Smartphone penetration and app payment penetration do not always correlate 
  • Smartphone penetration has an even gender distribution, but XXX of app payers are male
  • Although the majority of app revenue comes from in-app buyers, the pool of app buyers is approximately XXX larger
  • King has XXX million active monthly users, only XXX million of whom account for its entire revenue representing a XXX free-to-paid conversion XXX of app users spend XXX or more per month, accounting for XXX of revenue from app XXX of app users spend below XXX per month, accounting for XXX of revenue from app spenders
  • XXX bundling provides a potential route to mainstream consumers, but over bundling could lead to app economy devaluation

Companies mentioned in this report: Apple, Google, KING

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