Last Update: 15 September 2022, 09:09 IST
Apple App Store app tracking transparency has led to an increase in in-app purchases.
The average price of iOS single purchase IAPs rose 36 percent in July, while annual and monthly IAPs grew only 19 percent.
The average price of in-app purchases (IAPs) on the iOS App Store rose 40 percent year-on-year (YoY) in July (possibly due to privacy changes), compared to just 9 percent on the Google Play store. ,
With the consumer price index in the US rising 8.5 percent annually, people are seeing price increases almost everywhere, according to data from app intelligence firm Apptopia.
“The increase on iOS comes long before inflation (not in the case of Google Play) in 2022, indicating that the publisher is actually making it more effective cost per install (ECPI) due to Apple’s App Tracking Transparency (ATT) policies.” Responding. It is costly to get users,” said the Apptopia report.
It turns out that single-purchase IAPs increased much more than IAPs for monthly or annual purchases (perhaps access to headspace throughout the year). The average price of iOS single purchase IAPs rose 36 percent in July, while annual and monthly IAPs grew only 19 percent.
“Publishers are trying to offer a value and hook customers to cut acquisition costs,” said Adam Blacker, VP of Insights. Some categories averaged a higher price increase than others, with books showing in the top 5 lists for both iOS and Google Play. On the App Store, navigation was at the high 88 percent and social networking at the low -2 percent.
Food and drink on Google Play was the highest at 50 percent and in low season – 14 percent.
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