Liftoff studied 47 billion impressions for mobile game advertising.
Liftoff studied 47 billion impressions for mobile game advertising.
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Liftoff: Females are 79% more likely to make in-app purchases in mobile games

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

Females are 79 percent more likely to complete an in-app purchase after installing a mobile game, according to a report about mobile games by a mobile user acquisition firm Liftoff.

That’s just one piece of data in the Liftoff 2018 Mobile Gaming Apps Report, based on 46.7 billion impressions and other data collected from June 1, 2017 to May 31, 2018. Females make purchases of in-app content about 16.7 percent of the time after installing an app.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.