iPhone owners in the United States spent an average of $40 on premium apps and in-app purchases on each of their devices in 2016, according to new data shared by analytics company Sensor Tower. That’s up from an average of $35 in 2015.
Unsurprisingly, most iPhone users are spending their money on games. 80 percent of U.S. App Store revenue in 2016 was generated by games, and on average, iPhone users spent $27 on game-related content.
Spending on apps in the entertainment category – such as Netflix and Hulu – was at $2.30 on average, compared to $1.00 in 2015, perhaps due to Netflix starting to offer in-app subscription options at the end of 2015. According to Sensor Tower, Netflix contributed over $58 million in gross revenue to the entertainment category in 2016, up from $7.9 million in 2015.
Average spending on music also rose slightly in 2016, from $3.40 to $3.60, and social networking went from $1.80 to $2.00. Spending on apps in the photo and video category jumped from $0.30 to $0.70 during 2016.