Swrve report: Only 0.15% of mobile gamers account for 50% of all in-app purchases

Swrve report: Only 0.15% of mobile gamers account for 50% of all in-app purchase

App testing firm Swrve has revealed in its latest mobile monetization report that the majority of all in-app purchases are made by only a shockingly small percentage of mobile gamers --- with most mobile gamers largely playing on the cheap.

According to the Swrve report, nearly 50 percent of all in-app purchases are attributable only to 0.15 percent of mobile gamers. These 0.15 percent mobile gamers are referred to within the industry as 'whales' --- they account for such a huge percentage of revenue that game developers can afford to keep their games afloat for all the non-paying mobile gamers.

Elaborating further, the Swrve report highlighted the fact that barely 1.5 percent of gamers pay for any in-app purchases at all. The in-app purchases generally include character upgrades, new lives, coins, virtual currency, clothes, and upgraded vehicles, among other things.

Going by the Swrve statistics, in-app purchases in the month of January 2014 were made by only 1.5 percent of active game players; with all remaining mobile gamers opting to play freemium games.

With only a small number of gamers making in-app purchases, the Swrve report has pointed out that game developers who want their games to generate revenue should direct their marketing efforts towards the 'whales' who are willing to pay for games.