Consumers favor subscription apps over one-off purchases

Mobile users are becoming far more willing to subscribe to a service than to make a one-time purchase according to a new report. A study from mobile user acquisition specialist Liftoff has analyzed more than 349 billion impressions across 992 mobile apps, 5.35 billion clicks and 76.6 million total post-install events. It shows that the cost to acquire a user who makes a first-time-purchase is up more than 60 percent year-on-year, making it the most expensive acquisition across all mobile app categories. However, high cost doesn't equal high return -- in the past year alone, purchase rates have plummeted by… [Continue Reading]