Developers should consider charging more for apps according to consultant Simon-Kucher & Partners, which claims that 40% of British consumers surveyed think apps are cheap.

The company polled more than 1,000 smartphone and tablet users in the UK and found that around half of these have paid for apps. More than 40% of respondents said that the “price-performance ratio” for apps is “cheap”, while only 20% said they would never pay for apps.

Annette Ehrhardt, senior director at Simon-Kucher and the author of the study, said that this was a positive sign that the market isn’t moving toward an ‘everything for free’ culture. “App users are knowledgeable and willing to pay for good apps,” she added. “The app range is however large, therefore there’s no one ‘optimal’ price.”

Simon-Kucher said that app providers should “take a serious look at this trend” and structure their prices accordingly.