Women in US more likely to buy IAPs than men

Liftoff breaks down all the demographics

Women in US more likely to buy IAPs than men

Mobile gamers in North America are 94% more likely to make in-app purchases than APAC players and four times as likely as EMEA players, according to Liftoff.

The UA firm revealed the figures in its 2017 Mobile Gaming Apps Report which studied engagement across a number of demographics, including regions, gender, and genre.

CCG players are reported to be 241% more likely to make an in-app purchase than action-adventure players. Puzzle gamers are the second-most likely to make an IAP, followed by casual gamers.

Men and women

Casual players are the cheapest to acquire at an average cost of $2.40, while the most expensive players are casino gamers, who cost an average of $7.28.

Male players were found to be 12.2% cheaper to acquire than female players. However, women were found to make more in-app purchases than men, making them more cost-effective to acquire in the long-run.

In terms of platforms, Liftoff found that iOS players are 60% more expensive to acquire than Android players. However, iOS players were 22.4% more likely to make an IAP than Android users, making them more attractive to acquire.


Ric is the Editor of, having started out as a Staff Writer on the site back in 2015. He received an honourable mention in both the MCV and Develop 30 Under 30 lists in 2016 and refuses to let anyone forget about it.