UK households are facing unexpected bills averaging £343 after being 'manipulated' into spending money on apps, according to new research. A study of 2,000 Brits found that more than half have made in-app purchases, and half feel they have been pushed or manipulated into buying items on their phones or online.
Average Spending on In-App Purchases
The average person has spent £216 on in-app purchases over the past year. Around one in five Brits reported being hit with surprise in-app bills, with total unexpected charges reaching £343. Parents also revealed that their children have spent over £400 on unapproved in-app purchases.
Expert Warning on App Design
Vix Leyton, a consumer expert at thinkmoney, said: '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.'
Small Transactions Add Up
'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,' Leyton explained.
Advice for Consumers
'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,' she concluded.
