Branchfire have a new US mobile app study of 2,042 adults, conducted by by Harris Poll on app-buying habits. 76% of people download apps while 57% have never paid for an app. 70% of people have downloaded more than 10 apps. The study also gives useful information on highest amounts paid for apps, monthly app subscription by category and subscription pricing thresholds.
It’s interesting that people are open to subscriptions as this gives longer term revenue for developers. The study says that streaming and movies are the top types of app people are willing to pay for via a subscription. These are the kind of things that can exist and be consumed outside of the phone and be accessible via other means, for example the desktop. The app is just a gateway to consumption (and payment). The value is seen as the content rather than the app. This is probably a good indicator of whether it’s viable to use app subscription in a particular app.