ABI Research has published the results of a survey into how consumers are using apps, and particularly how they’re spending money on them. It finds that around two thirds of app users have spent money on an app at least once, but notes that overall spending on apps is dominated by a few whales. “The highest-spending 3% of all app users account for nearly 20% of the total spend, while over 70% spends either nothing or very little,” says ABI analyst Aapo Markkanen. The company is advising developers to take a long-term view when considering how to make money from this top-heavy audience. “See your product through a long-term lens, asking yourself what could convince your customers to still engage with the app in two years’ time… the longer its customers stick around with a free version of an app, the likelier they’re going to convert to its premium version.”
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