Gartner: Spending on in-app transactions exceeds upfront app payments by 24%

Mobile app users spend 24 per cent more on in-app transactions than on upfront app payments, according to an online consumer survey of 3,000 consumers in the U.S., the UK and China by Gartner. Consumer preference for in-app transactions indicates that the flexibility they offer is delivering a better customer experience than paid-for downloads, the research company said. Overall, the survey results showed that mobile app users are spending $7.40 (€6.65) on paid-for apps every three months and $9.20 on in-app transactions. Only 20 per cent of survey respondents indicated that they "often click on advertisements contained within mobile apps." Almost two-thirds said they do not click on ads within mobile apps. Report

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