Millennials in the UK are renowned for their affinity with smartphones. July 2014 research from Voxburner indicated that, unsurprisingly, they had a voracious appetite for mobile apps, too. And while 81% of survey respondents—ages 16 to 24—said they used social networking apps on a weekly basis, game apps were not too far behind, cited by 70%.
Game apps, it seems, are popular with UK smartphone users more generally. December 2013 research by Nielsen found that game apps accounted for 18% of all time spent with smartphone apps in the UK—only social media apps grabbed a greater share, with 29%.
When it comes to paying for apps, the Voxburner study illustrates another somewhat unsurprising trend. For a generational cohort well versed in financial constraints, it was perhaps predictable that only 3% cited a paid-for app as their preferred app option. The majority—54%—said they preferred an ad-supported option, but a sizable proportion—43%—cited an option that allowed for purchases down the line, either via in-app purchasing or the ability to buy the full version at a later date.
The study went on to indicate that almost one-third of millennials had spent money on an in-app purchase, with 47% having spent up to £5 ($7.81) on such a purchase in the past. So, while millennials may have money-saving in mind when they download their gaming apps, they display a very real potential to spend further down the line.
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