I would say that about half of my purchases are in-app sales. This graph by SAI Business Insider give a good impression of the success of FREE apps in the App Store. There are probably far few "free" apps with in-app purchases for iPad.
"In-app payments are now accounting for half the revenue generated for iPhone applications, according to data in a new Distimo report."
It would be interesting to see how this would look with the new Mac App Store.
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