A recent study at University of Southern California has highlighted the trend of spending money on in-game purchases when it comes to video games from the Apple App Store.
The study was conducted to figure out the purchase preferences by gender to see which games from Apple App Store did men prefer to spend money on and which did women prefer.
The researchers involved with the project from Information Sciences Institute of the university examined 776 million purchases made via the Apple App Store totaling to around $4.6 billion in revenue. These purchases included buying apps as well as spending money on in-app shops.
The study revealed that 61 percent of this $4.6 billion was generated just through in-app purchases while only 39 percent was from actually purchasing the app suggesting people are more willing to try free apps and then spend money on those instead of buying paid apps.
It was also discovered that “an overwhelming number” of Apple App Store purchases were made by just a small number of users, many of whom spend the money on Candy Crush and Clash of Clans. Just one percent of these spenders accounted for 59 percent of all the money spent on in-app purchases.
The top five games on which people spend the most money include Clash of Clans, Boom Beach, Hay Day, Candy Crush Saga and Game of War. About 70 percent of the money spent on Clash of Clans came from men.
Similarly, about 70 percent of the money spent on Candy Crush Saga came from women highlighting just how popular these games are for their respective gender pools.
In terms of actual money spent by both genders on a specific game, Clash of Clans still manages to rule them all with around $365 million spent on it by both genders while Candy Crush Saga was at #2 with $168 million, closely followed by Game of War with $159.8 million.
The researchers will share their full findings in a paper titled “iPhone’s Digital Marketplace: Characterizing the Big Spenders” later this week in Cambridge, England.