Getting a first-time user to install an app isn’t easy. And getting that user to make a purchase within the app is even harder—and a lot costlier.
In fact, mobile app marketing and retargeting company Liftoff analyzed user data for a year, and found that the average cost to acquire a user who makes a purchase via an app is $64.96.
That’s significantly higher than the cost of getting someone to install an app, at $4.12, as well as getting a first-time user to create an account via an app, at an average cost of $8.21.
And getting a user to buy something within the app, or subscribe to a paid service? Better open up that wallet. For example, Liftoff found that the average cost to acquire an app user who makes an in-app purchase—like game content—is $76.40. Read the rest at eMarketer.