If it’s free we’ll take it! New research has revealed (and not surprisingly) that people are less likely to buy new apps for their mobiles but (and this bit is surprising) are more likely to buy ‘within the app.’ Today many businesses and individuals launch their own apps but it seems the ones which are free but allow you to buy ‘in- app’ products are the most successful. It is reported that in-house purchase revenue could increase to $5.6 billion, £3.64 billion in 2015 from the $970 million, £629.8 million it was in 2011. One of the most successful and popular apps is Angry Birds, which offered exactly the results that the research stated, it’s free to download but there are additional costs to add certain features within the app. Jack Kent the senior analyst of Mobile Screen Data who authorised the report said: “In 2012, it will become increasingly difficult for app stores and developers to justify charging an upfront fee for their products when faced with competition from a plethora of free content. Instead, the apps industry must fully embrace the freemium model and monetize content through in-app purchases.”