More than half of Brits have felt manipulated into spending through apps and online, according to new research by ThinkMoney, which warns that households could face unexpected charges averaging £343. The study found that 51% of Brits have made in-app purchases, while 50% say they have felt pushed or manipulated into buying items on their phones or online.
Average Spending and Surprise Charges
The average person has spent £216 on in-app purchases in the last year. However, around one in five (21%) Brits say they have been landed with surprise in-app bills, with the total amount of unexpected charges to date averaging £343. Parents have also been caught out, with people reporting that their children have spent more than £400 on in-app purchases that they did not agree to.
Generational Impact
Gen Z were the most likely to feel they had been manipulated, with more than half (56%) saying they had felt like victims of pressure to spend through apps, followed by Gen X (51%) and Millennials (50%). Younger Brits were also among the most likely to be shocked by how much they had spent, with nearly three in five Gen Z (58%) saying they were surprised by their in-app spending.
Millennials were the biggest spenders overall, reporting £278 in in-app purchases in the last year, followed by Gen Z (£235), Gen X (£172) and Baby Boomers (£126). Gen Z were also the age group most likely to have been hit with a surprise bill, with almost two in five (38%) saying they had received one in the last year, compared with Millennials (35%), Gen X (17%) and Baby Boomers (5%).
Apps Where Spending Occurs
The apps where people were most likely to have spent money included TikTok, YouTube, Roblox, Candy Crush Saga and Monopoly Go!. The biggest average yearly spends were on Zwift (£84), Peloton (£76), Hinge (£71), Strava (£68) and FIFA Mobile (£64).
Government Action and Expert Advice
The issue comes as the Government prepares tougher rules around subscription traps, including clearer information before people sign up, reminders before free trials or long contracts renew, and easier online cancellations.
Vix Leyton, consumer expert at ThinkMoney, said: "These apps are designed to make spending feel effortless. Whether it's a free trial that quietly rolls into a paid subscription, a one-click purchase in a game, or a special offer that expires in minutes, the aim is often to keep people spending without stopping to think about the cost.
"Some of the techniques used aren't a million miles away from those seen in gambling. Limited-time offers, streaks, rewards, loot boxes, countdown timers and constant prompts all tap into the same psychological triggers that encourage people to keep engaging and spending. The difference is that many people don't recognise these features as sales tactics because they're wrapped up in entertainment, social media or everyday apps.
"The problem is that small transactions don't always feel like 'real money' in the moment. A few pounds here and there can quickly snowball into hundreds of pounds over the course of a year, particularly when payment details are already saved and purchases can be made in seconds.
"It's encouraging to see stronger protections being introduced around subscriptions, but consumers should still make a habit of regularly checking their bank statements, reviewing active subscriptions and turning off automatic payments they no longer need. The easiest money to save is often the money you're spending without realising."
