Britons are facing unexpected bills after being "pushed" into spending money on mobile applications, according to new research. Half of those surveyed admitted they felt manipulated into making purchases on their phones or online.
Financial Impact of In-App Spending
Some individuals have been hit with bills as high as £343, while the average person spent £216 on in-app purchases over the past year. The pressure is particularly acute among Generation Z, with 56% stating they felt compelled to spend money on apps.
Vix Leyton, from banking services provider thinkmoney, which conducted the survey, commented: "Many of 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."
Psychological Tactics Similar to Gambling
Leyton added: "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 poll also revealed that 21% of people confessed to being landed with surprise bills. Frustrated parents reported that their children spent more than £400 on in-app purchases without their consent.
Top Apps Where People Have Spent Money
- 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%
Apps with the 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
