iOS users are roughly 50 percent more likely to spend money in apps than their Android counterparts, according to a new study from AppsFlyer.
The mobile marketing analytics and attribution platform provider's "State of In-App Spending" report of in-app purchase (IAP) behaviors, which examined more than 100 million mobile app users, indicated iOS users spend nearly 2.5 times as much as Android users.
The average mobile app user spends $0.50 a month per IAP, while the average paying user spends $9.60 a month per app.
The average in-app spend per app, per user for iOS is $12.77. On Android, the average in-app spend per app, per user is $6.19.
Overall, the average in-app spend per app, per user is $8.80.
5.2 percent of all mobile app users make IAPs.
In addition, AppsFlyer found 7.1 percent of iOS users make at least one IAP per month, compared to 4.6 percent of Android users.
"Our data shows that in-app spending continues to present a significant opportunity for app publishers and marketers," Ran Avrahamy, AppFlyer's vice president of marketing, said in a prepared statement. "While only a small portion of app users actually spend money on in-app purchases, app developers and marketers can capitalize by ensuring they always offer an optimal in-app experience, and by constantly measuring and optimizing their activities in order to build a strong base of loyal, valuable users."
So what does it take for iOS and Android developers to drive user engagement consistently? AppsFlyer noted mobile app developers should evaluate an app's revenue data and cost data to determine the return on investment (ROI) of their user engagement efforts.
AppsFlyer also recommended that developers focus on finding "quality users."
"If getting new users in a saturated market is hard, finding quality users is even harder," AppsFlyer wrote in its report. "But these quality users, especially the paying ones, are extremely important across all categories as they drive in-app spending. Focusing on these users means knowing everything there is to know about them through granular measurement."
AppsFlyer added that learning about quality users empowers developers to make more informed decisions relative to in-app user communication and conduct look alike targeting campaigns to find users who resemble an app's paying users.
- see the report
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