Demand for in-app purchases in mobile apps—A difference-in-difference approach
利用六个欧洲市场的五款免费增值手机游戏数据，采用双重差分法估计了应用内价格变化对转化率、用户数和激励视频观看的影响，发现转化率的价格弹性在-1到-4之间，视频观看随降价减少但整体游戏不受影响。
Using five “freemium” mobile app games on six European markets we examine the effect of price changes on conversion rate, number of users and viewing of rewarded videos. Our difference-in-difference estimation relies on games being available on both the Apple and Google platforms with price changes on only one platform. Our main identification comes from exogenous adjustments of Apples prices in 2021. Own-price elasticities of conversion are in the -1 to -4 range. Watching of rewarded videos decreases as in-app prices decrease with an average elasticity of around 0.5, but overall play is not affected by changes in-app prices.