Dive Brief:
- A new study from mobile-ad companies AppLovin and TUNE reveals that in-app purchase patterns vary greatly from online e-commerce habits.
- For in-app purchases, their week day peaks occur at 7:00 a.m. and 7:00 p.m. — with morning activity slightly edging out evening.
- While e-commerce purchases tend to take place on Mondays, the busiest days for in-app purchases were Fridays and Sundays.
Dive Insight:
Common sense may lead marketers to believe that in-app purchases would mirror online e-commerce activity, but this study forces a new understanding. The differences suggest that app usage is a separate activity for mobile users, and as more data comes in, the industry may find even more divergence between consumers' taste for in-app mobile shopping versus purchasing online.
