This is based on an analysis of purchases made by 66m monthly active users from games using the company’s monetisation tools on iOS and Android. It also claims that in-app purchases of between $0.99 and $1.99 only account for 6% of overall IAP revenues for these games.
Actually, this shouldn’t come as a surprise for the mobile games industry, if it remembers some data published in 2011 by Flurry.
Back then, it claimed that $10-$20 IAP accounted for 16% of transactions and 18% of revenues, but that IAP of over $20 accounted for 13% of transactions and 51% of revenues – so even more whale-like behaviour than is indicated in the new W3i study.
It’s a reminder to developers that while small IAP remains an important part of freemium gaming, the higher sums – when handled properly for content that feels worth that amount of money, of course – can be where they make more of their revenues.