U.S iOS in-app purchase transactions 2020, by category
In 2020, health and fitness was the mobile app category with the highest share of subscription-based in-app purchases through the Apple App Store in the United States. Subscription-based services also increased for food and drink mobile apps, with 47 percent of iOS apps in the category offering recurring IAPs. The increase is partially due to the coronavirus pandemic, which pushed consumers to rely more on their smartphones. However, from 2017 the number of non-gaming apps offering recurring IAPs has experienced a constant upward trend.
