"Where users are prepared to pay for apps, spending on in-app transactions is on the rise — up 26 percent from 2015 — while spending on paid-for downloads only increased 4 percent in 2016," said Stéphanie Baghdassarian, research director at Gartner. In this year's survey, mean spending on in-app transactions was $11.59, while mean spending on paid-for downloads reached $7.67.
Paid-for downloads are more likely to be associated with smaller amounts of spending. Respondents who spent $15 or more over a three-month period were more likely to have done so through in-app transactions. "This is largely because the vast majority of paid-for mobile apps have a price tag of $1.99 or less, while the activation of in-app transactions usually means that the user has found value in an app and will be happy to spend more on it," Ms, Baghdassarian added."