In-app purchases shape how people spend inside mobile apps, and the impact differs by store, country, and game design. Globally, IAP conversion averages 3.5% for all app categories, and it can climb as users engage—people who use an app for 3 consecutive days are 70% more likely to buy. We’ll break down market size across major app stores, key policies that affect revenue, and the audience behaviors that most influence purchases.
Key Takeaways
- Global app installation rates increased by 4% in 2023
- The average smartphone user has 40 apps installed but only uses 9 daily
- Google Play has 2.4 million apps available for download as of early 2024
- Mobile gaming IAP revenue reached $90.5 billion in 2023
- Casual games account for 12% of all IAP revenue in the mobile gaming sector
- 54% of mobile game revenue in China comes from in-game currency purchases
- In-app purchases are expected to generate over $340 billion in revenue by 2027
- Global consumer spending on mobile apps reached $171 billion in 2023
- Sensor Tower reports that Apple App Store generated $85.1 billion from IAP in 2023
- Subscription apps on the App Store must pay a 30% commission for the first year
- Apple’s commission drops to 15% for subscriptions after one year of service
- The Google Play Store takes a 15% cut on the first $1 million in IAP revenue annually
- Only 5% of app users make an in-app purchase in their first month of usage
- The global average IAP conversion rate for all app categories is 3.5%
- Personalized in-app offers result in a 25% higher conversion rate than generic offers
Mobile in app purchases are surging with gaming dominance, driven by strong conversion rates and personalized offers.
Related reading
01 · Category
App Market Distribution29 stats
01
Global app installation rates increased by 4% in 2023
02
The average smartphone user has 40 apps installed but only uses 9 daily
03
Google Play has 2.4 million apps available for download as of early 2024
04
Apple App Store hosts approximately 1.8 million apps
05
97% of apps in the Google Play store are free to download
06
Gaming apps account for 21% of all iOS app downloads
07
Non-gaming apps represent 88% of all available apps on Google Play
08
The average size of a mobile game increased by 10% in 2023, impacting IAP exposure
09
Education apps are the third most popular category on the App Store
10
Tool apps (Utilities) make up 13% of the Google Play market share
11
Only 0.5% of apps reach over 1 million downloads per year
12
Top 1% of publishers generate 93% of the total IAP revenue
13
Average daily time spent in apps hit 5 hours in top markets like the US
14
Finance apps saw a 17% increase in downloads, with premium stock-tracking IAPs leading
15
25% of all apps are deleted within one day of installation
16
Photo editing apps have the highest "re-install" rate among IAP categories
17
60% of IAP transactions occur in the first 7 days following an app install
18
Mid-size developers (10-50 employees) represent 15% of the total IAP market value
19
Social media apps account for 10% of global IAP revenue through virtual tipping
20
Music apps are the top category for recurring subscription-based IAP revenue
21
The travel category saw a return to top 10 app categories by download in 2023
22
5% of apps are responsible for 90% of all user sessions globally
23
Indonesian users have the highest number of app installs per person at 80
24
Kids category apps are increasingly shifting to subscription-only models over one-off IAPs
25
20% of the top 100 free apps changed their IAP price points in 2023 due to inflation
26
Localization of app metadata can increase downloads/IAP by 120% in non-English markets
27
Video streaming apps generate the highest ARPU in the Entertainment category
28
Weather apps have the lowest IAP conversion rate at 0.1%
29
The average app update cycle for top-grossing apps is 14 days
Interpretation
App Market Distribution Interpretation
With global app installation rates up 4% in 2023 and a distribution skew where Google Play offers 2.4 million apps and 97% are free, the App Market Distribution picture shows a huge and increasingly crowded marketplace in which users still have only about 9 daily active apps.
02 · Category
Gaming Monetization30 stats
01
Mobile gaming IAP revenue reached $90.5 billion in 2023
02
Casual games account for 12% of all IAP revenue in the mobile gaming sector
03
54% of mobile game revenue in China comes from in-game currency purchases
04
Loot boxes and "Gacha" mechanics drive 60% of IAP revenue in East Asian mobile games
05
Battle Pass sales increased gaming IAP revenue by 20% for mid-core titles
06
Mid-core games generate 4.5 times more IAP revenue than hyper-casual games per user
07
80% of RPG revenue on mobile is generated through character-related IAPs
08
Hyper-casual games rely on IAP for only 5% of their total revenue
09
Strategy games have the highest IAP conversion rate at approximately 2.8%
10
Puzzle games saw a 7% increase in power-up IAP purchases in 2023
11
35% of hardcore mobile gamers spend more than $50 a month on IAPs
12
Monetization via "remove ads" IAP in casual games yields a lifetime value increase of 15%
13
Cosmetic items (skins) account for 25% of IAP in Battle Royale games
14
Weekly limited-time offers in RPGs increase IAP revenue by 30% compared to standard store items
15
The average IAP purchase price in mobile games is $14.99for "medium" packs
16
2% of mobile game players (Whales) contribute to 50% of total IAP revenue
17
Game expansion packs via IAP have seen a 12% growth in adoption
18
Seasonal event IAPs can boost daily revenue for MOBA games by up to 200%
19
Ad-driven "Offerwalls" that reward IAP currency account for 8% of total game revenue
20
Sports games saw a 10% YoY increase in IAP spending tied to real-world tournaments
21
Casino mobile games generate 95% of their revenue from virtual currency IAPs
22
Collaborative "Clan" purchases in strategy games increase community retention by 40%
23
First-day IAP conversion for new game installs is currently 0.4%
24
65% of mobile gaming spend in the US is on virtual coins and currency
25
Action games grew their IAP revenue by 6.5% specifically through battle passes
26
48% of gamers prefer "time-saving" IAPs over "power-up" IAPs
27
Loyalty programs in mobile games increase IAP frequency by 22%
28
Simulation games saw a surge in "decoration" based IAPs in 2023
29
Global RPG IAP revenue surpassed $20 billion in total annual earnings
30
Regional pricing adjustments for games can increase IAP volume by 40% in lower-income tiers
Interpretation
Gaming Monetization Interpretation
In gaming monetization, the biggest revenue drivers are high engagement mechanics with 54% of China’s mobile game income coming from in game currency purchases and loot boxes or Gacha responsible for 60% of East Asian mobile IAP revenue.
03 · Category
Market Revenue & Trends30 stats
01
In-app purchases are expected to generate over $340 billion in revenue by 2027
02
Global consumer spending on mobile apps reached $171 billion in 2023
03
Sensor Tower reports that Apple App Store generated $85.1 billion from IAP in 2023
04
Google Play store revenue from in-app purchases hit approximately $47 billion in 2023
05
Subscription revenue accounted for 25% of total non-gaming IAP revenue globally in 2023
06
The average revenue per user (ARPU) for IAP in the US is projected to reach $82by 2025
07
Emerging markets in Southeast Asia saw a 15% YoY growth in IAP spending in 2023
08
In-app purchase revenue in China is expected to exceed $100 billion by 2026
09
The CAGR for the worldwide IAP market is estimated at 12.5% between 2023 and 2030
10
Non-gaming app revenue grew 11% YoY driven primarily by IAP subscriptions
11
By 2025, over 60% of total mobile app revenue will come from in-app purchases
12
Revenue from healthcare app IAPs grew by 22% in the last 12 months
13
The UK market for IAP is currently valued at over $4.5 billion annually
14
98% of app revenue on Google Play comes from free-to-download apps with IAPs
15
iOS users spend 2.5 times more on IAPs than Android users on average
16
South Korean IAP spend per capita is among the highest in the world at $112
17
Entertainment app IAP revenue increased by 15% due to the rise of premium streaming tiers
18
Photo and Video app IAP revenue grew reaching $12 billion in 2023
19
Education apps witnessed a 14% surge in IAP revenue following remote learning trends
20
Travel app IAP revenue bounced back with a 25% increase post-pandemic
21
Utilities apps account for 4% of total global IAP revenue
22
Lifestyle app IAP revenue grew at 10% in North America in 2023
23
Global spending on in-app ads is closing the gap with IAP spending but remains 30% lower
24
Music app IAP revenue reached $8.7 billion in 2023 via subscriptions
25
Social media apps saw a 20% increase in IAP revenue from digital gifting features
26
Japan remains the second-largest market for IAP globally despite slow population growth
27
The premium app market (paid downloads) has shrunk to less than 3% of total store revenue
28
Brazil's IAP market is growing at a rate of 18% annually
29
Dating app IAP revenue hit $5.1 billion in 2023
30
Total number of active subscriptions across iOS grew to 1 billion in late 2023
Interpretation
Market Revenue & Trends Interpretation
In the Market Revenue & Trends category, in-app purchases are on track to surpass $340 billion by 2027, with 2023 alone bringing $171 billion in global mobile app consumer spending and subscriptions making up 25% of non-gaming IAP revenue.
More related reading
04 · Category
Platforms & Economics30 stats
01
Subscription apps on the App Store must pay a 30% commission for the first year
02
Apple’s commission drops to 15% for subscriptions after one year of service
03
The Google Play Store takes a 15% cut on the first $1 million in IAP revenue annually
04
Alternative app stores in the EU now allow developers to use third-party IAP processing
05
External payment links can save developers up to 27% in commission fees in certain regions
06
85% of total mobile app spend goes through the Apple and Google ecosystems
07
Apple Small Business Program participants pay only 15% commission on IAPs
08
Fraudulent IAP transactions cost the mobile industry an estimated $2 billion annually
09
Google Play refunds for IAP are requested 30% more often than App Store refunds
10
The average time to process an IAP on a 5G network is 2.1 seconds faster than 4G
11
90% of developers use the standard IAP APIs provided by the OS manufacturers
12
Revenue shared with publishers from IAPs is expected to hit $145 billion in 2024
13
Apple’s "Privacy Nutrition Labels" caused a 10% shift in IAP targeting strategies
14
Credit card processing for IAPs remains the dominant method in North America at 75%
15
Localized payment methods (e.g., Pix in Brazil) increased IAP volume by 50% in 2023
16
Refund rates for virtual goods IAP are typically lower than 1%
17
45% of top 100 developers now offer high-value IAP "bundles" over $99
18
Taxes and VAT can deduct up to 20% of net IAP revenue in European markets
19
Carriers billing IAP accounts for 15% of total spend in emerging markets
20
Anti-trust rulings in Korea led to a 10% increase in third-party IAP engine adoption
21
70% of iOS users have disabled "Ask App Not to Track," affecting IAP attribution
22
Average transaction size for IAP on iPad is 25% higher than on iPhone
23
API failures account for 2% of lost IAP revenue in high-traffic apps
24
12% of app developers are using "Web-to-App" IAP funnels to bypass stores
25
Storefront optimization can increase IAP visibility by 35%
26
Android IAP revenue in India grew 40% after UPI integration became standard
27
Subscriptions via Apple Search Ads have a 15% lower acquisition cost than Facebook Ads
28
Weekly subscriptions are 3x more common in utility apps than in health apps
29
50% of IAP revenue in the US is subject to state-level digital service taxes
30
The average lifespan of a mobile IAP subscriber is 4.2 months
Interpretation
Platforms & Economics Interpretation
For Platforms & Economics, the big takeaway is that the app stores still control the economics with Apple taking 30% in year one and then 15% while Google takes 15% on the first $1 million, and since 85% of mobile app spend flows through Apple and Google, even EU third party IAP and external links that can cut fees by up to 27% are unlikely to reshape the market quickly.
05 · Category
User Behavior & Conversion30 stats
01
Only 5% of app users make an in-app purchase in their first month of usage
02
The global average IAP conversion rate for all app categories is 3.5%
03
Personalized in-app offers result in a 25% higher conversion rate than generic offers
04
Users who engage with an app for 3 consecutive days are 70% more likely to purchase an IAP
05
Push notifications increase IAP conversion by 15% when they offer a discount
06
40% of users will abandon an IAP if the checkout process takes more than 3 steps
07
Female users are 34% more likely than male users to make IAPs in non-gaming apps
08
Late-night hours (9 PM to 12 AM) see the highest volume of IAP transactions
09
18-24 year olds are the fastest-growing demographic for social media IAPs
10
Users who complete an app tutorial are twice as likely to make an IAP
11
20% of users make an IAP because they want to support the developer
12
Referral programs increase IAP conversion rates by 10%
13
In-app purchase abandonment rates on mobile are approximately 68%
14
Users in Tier 1 countries spend 4 times more on IAP than users in Tier 3 countries
15
Re-installing an app leads to a 5% increase in the likelihood of a subscription IAP
16
Frequent app updates correlate with a 12% rise in monthly IAP volume
17
15% of all IAP revenue is generated during holiday sale events
18
Deep linking to the IAP store page increases conversion rates by 22%
19
Tablet users have a 10% higher average transaction value than smartphone users
20
60% of subscribers cancel after the first billing cycle if no new content is added
21
Rewarded video ads increase the likelihood of a user making an IAP by 6x
22
30% of IAPs are made impulsively within the first 5 minutes of a session
23
Subscription-based apps have an average day-30 retention rate of 10.5%
24
Dark mode interfaces have been shown to increase IAP browsing time by 8%
25
Users are 50% more likely to buy an IAP if it is priced at $.99 versus $1.00
26
In-app rating prompts contribute to a 3% increase in IAP conversion by building trust
27
Cross-platform apps (mobile and PC) see 20% higher IAP spend per user
28
Users who use Apple Pay or Google Pay convert to IAP 20% faster
29
Limited-edition vanity items sell 40% faster than permanent store items
30
Monthly active users who spend on IAP are 5 times more likely to return tomorrow
Interpretation
User Behavior & Conversion Interpretation
Within the User Behavior & Conversion angle, only 5% of users buy an IAP in their first month, but conversion rises sharply when engagement and friction are managed, since staying 3 consecutive days makes users 70% more likely to purchase while a checkout taking more than 3 steps causes 40% to abandon.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Stefan Wendt. (2026, February 13). In App Purchase Statistics. Gitnux. https://gitnux.org/in-app-purchase-statistics
MLA
Stefan Wendt. "In App Purchase Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/in-app-purchase-statistics.
Chicago
Stefan Wendt. 2026. "In App Purchase Statistics." Gitnux. https://gitnux.org/in-app-purchase-statistics.
Sources & references
14 datasets cited across this report · attribution is report-level