A new report from AppsFlyer found that iOS continues to be more lucrative than Android for the mobile development industry. On average, iOS users spend $12.77 per app per user on in-app purchases; for Android, the average is $6.19. In addition, 7.1 percent of iOS users make at least one in-app purchase per month, while the same is true of 4.6 percent of Android users.
Overall, 5.2 percent of app users make in-app purchases. "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. "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."