Knowing your buyers
summary
Global Play data shows subscriptions >80% in US and Europe while APAC and emerging markets favor one‑off purchases or hybrids; category split is concrete — health, news and productivity skew subscription, comics, dating and social skew IAP. Hybrid buyers spend 3x more and >$200/yr in NA/EU/JP/KR versus other buyer types. Buyer timing is surprising: only 22–33% buy in week one, and ~40% take over 12 months to make a first purchase.
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chapters (6)
- 0:00Buyer insights in apps
- 3:04Where buyers shop
- 8:10Spending and hybrid models
- 13:16Demographic patterns
- 19:56Buyer journey timelines
- 25:16Key takeaways
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