Maximizing monetization via cross-category affinities
summary
Users engage with many apps—on average 24 apps across 8 categories and buyers 40 different apps across 11 categories—and new-buyer inflow splits roughly 23% from same-category, 40% from other categories/games, 37% reactivated or new. Categories fall into pendulum, anchor, and multi-tool patterns with clear SKU and UA implications: reallocate acquisition to feeder categories, add affordable IAPs where departing buyers spend less, introduce subscription SKUs where departing buyers pay more, and personalize re-engagement offers to cut the 40–44% churn.
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chapters (12)
- 0:00Buyer category affinities
- 1:05User affinities and buyer journeys
- 3:11Buyer inflow distributions
- 5:46Pendulum apps patterns
- 6:49Anchor apps patterns
- 7:12Multi-tool apps patterns
- 8:40First purchase behavior
- 11:37Buyer outflow and churn
- 15:11Spending changes after departure
- 17:21Re-engaging churned buyers
- 18:03Monetization growth takeaways
- 19:30Q&A
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