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By ProductEMARKETER PRO+EM Advisory

By Use CaseDetermine Market Sizing Develop Strategies Allocate Budget Benchmark Performance Win New Business Develop Go-to-Market Strategy Stay Informed Thought Leadership

Advertising & Sponsorship

Boost your brand and generate demand with media programs.

Learning Center

Read through guides, explore resource hubs, and sample our coverage.

Register for an upcoming webinar and track which industry events our analysts attend.

Listen to our podcast, Behind the Numbers for the latest news and insights.

Learn more about our mission and how EMARKETER came to be.

Key decision-makers share why they find EMARKETER so critical.

Take a look into our corporate culture and view our open roles.

Our Methodology

Rigorous proprietary data vetting strips biases and produces superior insights.

See our latest press releases, news articles or download our press kit.

Speak to a member of our team to learn more about EMARKETER.

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Overall

Mobile Device In-App Purchase Spending

by Purchase Type

Mobile Device In-App Subscription Spending, by Purchase Type

Mobile Device In-App Virtual Goods Spending, by Purchase Type

Per Month, per User

Mobile Device In-App Purchase Spending per Month, per User

Mobile Device In-App Subscription Spending per Month, per User

Mobile Device In-App Virtual Goods Spending per Month, per User

Per Year, per User

Mobile Device In-App Purchase Spending per Year, per User

Mobile Device In-App Subscription Spending per Year, per User

Mobile Device In-App Virtual Goods Spending per Year, per User

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Source & Notes

Data Table

Source: EMARKETER Forecast, August 2025 - January 2026

Note: virtual goods are intangible, nonphysical assets purchased with currency within a mobile app that has value only within that app

Additional Note: An example of virtual goods in nongaming include buying new filters in a photo app. Excludes virtual goods that are from gaming mobile apps.

Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; historical trends; and country-specific demographic and socioeconomic factors.

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