At Dubit we are constantly researching which games children are playing. We’ve been there from the beginning: we began with the rise of virtual worlds, witnessed the growth of iPads and Apps, and the gradual acceptance of paying for digital content. So, from all this time in the industry - what have we learnt? This particular study looks at “in-game” purchases: how many kids buy, how much, and do their parents know? In this study of 500 children from the UK, aged between 6 and 12 years-of-age, we look at all types of games, from online micro payments through to in-app purchasing on mobile. And we provide this data as a benchmark for anyone interested in monetising kids digital entertainment, and for those concerned about kids spending online.

1. Children’s In-Game
Spending
Dubit - Children’s In-Game Spending

2. In App Purchasing: The Study
At Dubit we are constantly researching which games children are playing.
We’ve been there from the beginning: we began with the rise of virtual worlds,
witnessed the growth of iPads and Apps, and the gradual acceptance of paying for
digital content.
So, from all this time in the industry - what have we learnt?
This particular study looks at “in-game” purchases: how many kids buy, how
much, and do their parents know?
In this study of 500 children from the UK, aged between 6 and 12 years-of-age, we
look at all types of games, from online micro payments through to in-app
purchasing on mobile.
And we provide this data as a benchmark for anyone interested in monetising kids
digital entertainment, and for those concerned about kids spending online.
Dubit - Children’s In-Game Spending

3. Parents and Kids: Do you play mobile
games?
Mobile gaming is incredibly popular with 91% of parents and 71% of children
playing games on mobile phones. The percentage of kids who play on mobile is
consistent for all ages between 6 and 12 years old.
100%
Yes
75%
50%
25%
0%
Base Size: 500 Parents & Kids
Dubit - Children’s In-Game Spending
Parents
Kids
No

4. Parents: Have they bought in-game?
But mobile games don’t grow on trees. They rely on people paying for them - either
upfront, or paying for something in the game. In our survey, 25% of parents have
paid for something “in-game”.
100%
75%
50%
25%
0%
Yes
Base Size: 500 Parents & Kids
Dubit - Children’s In-Game Spending
No
Don’t Play

5. Parents: Do you let your kids make IAPs?
However, parents are not as willing to allow their kids to buy in-game. Only 17%
allow their children to make in-app purchases, with 83% of parents keeping a tight
hold on the virtual purse strings.
100%
75%
50%
25%
0%
Base Size: 500 Parents
Dubit - Children’s In-Game Spending
Yes
No

6. Kids: Do you know your parent’s app
store password?
For those kids allowed to make such purchases, almost half (41%) know their
parent’s app store password. That’s in spite of warnings that parents should keep
their security information secret, to avoid kids spending willy-nilly.
100%
75%
50%
25%
0%
Yes
Base Size: 87 Kids who are allowed to purchase in-game
Dubit - Children’s In-Game Spending
No

7. Kids: Do you get permission before
buying in-game?
The good news is that kids seem to be pretty (well, very) trustworthy. Even though
many children know their parent’s password, the vast majority still ask for
permission, with only 1% going behind their parent’s backs.
100%
75%
50%
25%
0%
Always
Base Size: 87 Kids who are allowed to purchase in-game
Dubit - Children’s In-Game Spending
Usually
Never
If They’re Watching

8. Kids: What is the most you have paid for
a single purchase in-game?
There’s more good news. Despite fears of children breaking the bank, 73% (of the
17% given permission) spend less than £5 in one transaction: in fact the average
purchase is £2.07. Not one had spent more than £20. Not one.
100%
75%
50%
25%
0%
Under £1
£1 - £5
Base Size: 87 Kids who are allowed to purchase in-game
Dubit - Children’s In-Game Spending
£5 - £10
£10 - £20
Over £20

9. Kids: What do you like to pay for ingame?
And what do they like to pay for? Children are more likely to choose to pay to
unlock levels or buy cosmetic items such as clothes, than pay to speed up time
(such as fertiliser in Farmville). Kids tend to have more time on their hands!
100%
75%
50%
25%
0%
Unlock New Levels
Cosmetic
Base Size: 87 Kids who are allowed to purchase in-game
Dubit - Children’s In-Game Spending
Powers
Speed up time
None of These

10. Parents: How much would you pay to
remove Ads in a kids game?
Finally, we asked parents about the other revenue model for games: advertising.
62% of parents would be happier to have their kids exposed to ads, than pay for
the app to be ad-free. Our qualitative research on this reflects the same sentiment:
parents are not that bothered about advertising in kids apps.
100%
75%
50%
25%
0%
No
Base Size: 500 Parents
Dubit - Children’s In-Game Spending
Under £1
Under £3
More than £3

11. Dubit: Research, Build & Launch
digital experiences for kids brands
Kids Research
Kids Game Development
•
Market analysis
•
Prototype and concept testing
•
Competitor analysis and market scoping
•
IP / trend spotting
• Game design and ideation
• Character and brand design
• Game development
• Virtual Worlds and Casual MMOs
•
Design & ideation
Kids Apps
•
Monetization strategies
•
Ethical marketing
•
Transmedia modeling
• iOS and Android games
• Interactive storybooks
Launch
• Game promotion and player acquisition
Dubit - Children’s In-Game Spending

12. Dubit: Just a few of our customers
Dubit - Children’s In-Game Spending

13. Dubit: Get in touch!
If you’d like to know more about what we do checkout our website dubitlimited.com or send Matthew an
email: matthew@dubitlimited.com. We love to talk!
Address
The Half Roundhouse
Wellington Road
Leeds
West Yorkshire
LS12 1DR
Phone
(+44) 113 3947 920
Email
matthew@dubitlimited.com
Dubit - Children’s In-Game Spending