If your company is considering adding a paid app to supplement your website, you may want to reconsider how many people will actually pay for it. eMarketer has released a study showing only 33% of mobile users will pay for an app – any app – in 2015.
The 33% does translate into 80.1 million consumers, but the study doesn’t differentiate between the types of apps people are purchasing, whether it is a game or productivity app. It does exclude virtual goods (such as buying in-game purchases) and subscription purchases.
Tablet users are more likely to purchase a paid app over mobile (although it is slightly skewed because there is overlap). But it does mean that app creators should consider how tablet friendly their apps are, if they their apps don’t work well on both, or if they only have a smart phone version available.
There is still an increase in the number of users who are purchasing apps over the previous year, however eMarketer expects that number to continue dropping in upcoming years.
There is also the issue that there are so many apps being released each year, meaning the chance that someone will purchase your app is reduced with more competition.
Jennifer Slegg
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