Millions of people are facing unexpected bills averaging £343 after feeling pressured into spending through apps and online platforms. New research reveals that half of UK adults have felt manipulated into making purchases, with many caught out by hidden charges.
Widespread Manipulation
More than half of consumers have made in-app purchases, and half say they have felt pushed or manipulated into buying items on their phones or online. The average person spent £216 on in-app purchases over the past year, but those hit by surprise charges face a total of £343 in unexpected costs. Approximately one in five people have been landed with surprise in-app bills.
Parents are also affected, with children spending over £400 on unauthorised in-app purchases, according to thinkmoney's research.
Psychological Tactics
Vix Leyton, consumer expert at thinkmoney, explained: "Many apps are designed to make spending feel effortless. Free trials that roll into paid subscriptions, one-click purchases in games, and limited-time offers all encourage spending without thought. Some techniques resemble gambling: limited-time offers, streaks, rewards, loot boxes, and countdown timers tap into psychological triggers."
She added: "Small transactions don't always feel like real money. A few pounds here and there can snowball into hundreds over a year, especially when payment details are saved and purchases take seconds."
Top Apps for Spending
The apps where people most frequently spent money include TikTok (25%), YouTube (17%), Roblox (14%), Candy Crush Saga (13%), and Monopoly Go! (12%). The highest average yearly spends were on Zwift (£84), Peloton (£76), Hinge (£71), Strava (£68), and FIFA Mobile (£64).
Government Action
The government is introducing tougher rules on subscription traps, including clearer information before sign-up, reminders before free trials or long contracts renew, and easier online cancellations.
Reasons for Unexpected Bills
The most common causes of big unexpected bills are forgotten subscriptions and free trials turning into paid subscriptions (both 27%), followed by accidental clicks (21%) and not knowing card details were saved (19%).
Top Apps by Spending Frequency
- TikTok - 25%
- YouTube - 17%
- Roblox - 14%
- Candy Crush Saga - 13%
- Monopoly Go! - 12%
- Coin Master - 12%
- Snapchat - 11%
- Pokemon Go - 7%
- Bingo Blitz - 7%
- Duolingo - 7%
Biggest Average Yearly In-App Spends
- Zwift - £84
- Peloton - £76
- Hinge - £71
- Strava - £68
- FIFA Mobile - £64
- Fitbit - £64
- Twitch - £63
- OnlyFans - £63
- YouTube - £61
- TikTok - £58
Leyton advises: "Regularly check bank statements, review active subscriptions, and turn off automatic payments you no longer need. The easiest money to save is often what you're spending without realising."
