New research shows where the money is going
People are being landed with unexpected bills totalling an average of £343 after feeling ‘pressured’. Half of people say they have felt manipulated into spending through apps and online, with users being hit by surprise bills worth hundreds of pounds, new research has found.
More than half of us have spent money on in-app purchases, and half say they have felt pushed or manipulated into buying things on their phones or online. The average person has spent £216 on in-app purchases in the last year, but the cost is even higher for those hit by unexpected charges.
Around one in five say they have been landed surprise in-app bills, with the total amount of unexpected charges to date coming to £343. Parents have also been caught out in thinkmoney’s research, with people saying their children have spent more than £400 on in-app purchases that they did not agree to.
Vix Leyton, 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.
“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.”
The apps where people were most likely to have spent money included TikTok, YouTube, Roblox, Candy Crush Saga and Monopoly Go!, while the biggest average yearly spends were on Zwift (£84), Peloton (£76), Hinge (£71), Strava (£68) and FIFA Mobile (£64).
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.
The most common reasons for big unexpected bills were forgotten subscriptions and free trials that turned into paid subscriptions, both cited by 27% of those who had been caught out, followed by people pressing something incorrectly (21%) and not knowing their card details were saved (19%).
Top apps where people have spent money
- 1. TikTok – 25%
- 2. YouTube – 17%
- 3. Roblox – 14%
- 4. Candy Crush Saga – 13%
- 5. Monopoly Go! -12%
- 6. Coin Master -12%
- 7. Snapchat – 11%
- 8. Pokemon Go – 7%
- 9. Bingo Blitz – 7%
- 10. Duolingo – 7%
Apps with the biggest average yearly in-app spends
- 1. Zwift — £84
- 2. Peloton — £76
- 3. Hinge — £71
- 4. Strava — £68
- 5. FIFA Mobile — £64
- 6. Fitbit — £64
- 7. Twitch — £63
- 8. OnlyFans — £63
- 9. YouTube — £61
- 10. TikTok — £58
