Liftoff: Women make in-app purchases at a 79% higher rate than meniOS user acquisition more expensive, but also more lucrative than AndroidRebekah ValentineSenior Staff WriterMonday 20th August 2018Share this article Recommend Tweet ShareIn terms of actually making purchases in mobile games, women are proving to be a lucrative audience. According to a Liftoff report, women’s install-to-app-purchase rate over the last year 79% higher than men’s.The report examined 15 million app installs across 350 mobile games from June 2017 through May 2018. From that data, Liftoff also found that user acquisition for women costs 20.2% less than it does for men.Across both men and women, it costs an average of $3.75 to acquire a user install, $6.88 to get that user from installation to registration, and $28.05 to get the installed user to make an in-app purchase. Those costs have been on the decline, with install-to-register cost down from $8.94 last year and install-to-purchase cost per user down from a whopping $50.69.Liftoff also found that it costs an average of $5.31 to acquire a user install on iOS–60.4% more expensive than Android acquisition at $3.31 per user. However, the install-to- in app purchase rate reverses the situation. Android users cost $30.79 at that level, while iOS users cost only $25.30.Then, iOS users prove far more profitable. The conversion rate from installation to in-app purchasing on iOS is 21%, which is almost double Android’s rate of 10.8%.Related JobsSenior Game Designer – UE4 – AAA United Kingdom Amiqus GamesProgrammer – REMOTE – work with industry veterans! North West Amiqus GamesJunior Video Editor – GLOBAL publisher United Kingdom Amiqus GamesDiscover more jobs in games Android users are far more likely to “register” when prompted, which allows for easier user data gathering. Installation-to-registration rate on Android is 52%, while iOS sees a rate of 43.6%.By region, the report states that North America’s cost-per-install continues to increase and has reached a rate of $4.66, while Europe, the Middle East, and Africa (EMEA) and the Asia-Pacific region (APAC) sit considerably lower at $2.63 and $2.62, respectively. However, Liftoff says EMEA is narrowing the gap as Russia’s mobile gaming market expands, lead by Android users.Finally, Liftoff looked at session times across the year, noting that the post-holiday season in January and February was an ideal time for mobile user acquisition. Low cost to acquire paying users ($18.13 per user) works in tandem with high engagement rates (22.4%) as players pick up their phones after a holiday to make it an efficient time to market new games.Celebrating employer excellence in the video games industry8th July 2021Submit your company Sign up for The Mobile newsletter and get the best of GamesIndustry.biz in your inbox. Enter your email addressMore storiesEpic vs Apple – Week One Review: Epic still faces an “uphill battle”Legal experts share their thoughts on the proceedings so far, and what to expect from the coming weekBy James Batchelor 11 hours agoEpic Games claims Fortnite is at “full penetration” on consoleAsserts that mobile with the biggest growth potential as it fights for restoration to iOS App StoreBy James Batchelor 15 hours agoLatest comments Sign in to contributeEmail addressPasswordSign in Need an account? Register now.