Spending of Russian residents on Internet content is growing. At the same time, the demand for IAP in games has fallen. This is reported by Vedomosti with reference to a study by the analytical company Synovate Comcon.
In the first half of 2015, users began to spend 23% more on Internet content compared to the same period last year. The content in question is games, books, software, movies. On average, the user spent 691 rubles on it for three months of 2015.
2500 residents of Russia living in cities with a population of more than 100 thousand people took part in the company’s survey. The age range of respondents was 16-54 years.
It turned out that out of the respondents, one in three pays for content. The most popular expense item turned out to be online games. On average, respondents spent 774 rubles on them for three months.
Synovate Comcon has combined mobile games and apps into one category in its research. 42% of respondents pay for them, and games are in the lead.
Despite this, in general, there was no increase in spending on mobile games. The number of paying players has fallen, and the demand for virtual purchases has decreased. The reason is that many game developers have increased the cost of IAP, according to the head of the gaming direction Mail.ru Group Oleg Shpilchevsky.
Summing up the research, Vedomosti concludes: spending on Internet content has not increased due to the fact that the purchasing power of users has increased. It’s all about the growth of average content prices. A significant part of it is sold through the AppStore and Google Play. In these stores, pricing depends on the value of the US dollar. After the ruble/dollar exchange rate fell, the cost of purchases in the AppStore and Google Play increased accordingly.
A source: http://www.vedomosti.ru