eMarketer: Only a third of American consumers are willing to pay for apps
About 80.1 million Americans will download paid apps at least once this year. This is only 33.3% of the total number of mobile users in the country, the analytical company eMarketer claims in its research.
The figures also include data on the owners of feature phones. Thus, statistics on smartphone and tablet owners are more optimistic. Nevertheless, even with such an amendment, a minority is willing to pay for applications. Only 65.2 million (35.8% of the total) smartphone owners are willing to spend. Of the tablet users, 60.9 million (44%) agree to pay for the app.
The number of paying users is decreasing. The dynamics will continue in the coming years, according to eMarketer’s leading analyst Cathy Boyle. “Mobile users increasingly prefer free apps with ads. The share of those who are willing to pay for apps will continue to decline over the next four years, despite the continued growth in the number of smartphone and tablet owners,” she notes.
The graph shows statistics on paying users in the United States for the period from 2013 to 2018
This doesn’t mean that consumers don’t want to download apps.
About 93% of smartphone owners in America will download at least one application within a year, and among tablet owners there will be more than 90% of such users, eMarketer believes.
Other materials on the topic:
- In 2014, the number of marketing companies doubledVenturebeat: the problem of mobile marketing — many marketers do not fully understand it
- eMarketer is an analytical American agency specializing in digital market research.
The company is headquartered in New York.
