“The majority of users who will purchase in an app including subscriptions and beyond tend to wait over a year before they make their purchase... there's a big audience out there that won't be convinced in the first few days of your app that they're willing to pay but they will be one day.”

Most Android Purchasers Wait Over a Year Before Buying — Freemium Patience Compounds

Google's internal data shows the median Android subscriber converts more than a year after installing the app. This fundamentally changes how to value freemium users: the free user who has been in the app for eight months is not a lost conversion — they are likely a future subscriber. Lifecycle marketing, habit formation, and ongoing value delivery for free users compound into subscriptions on a multi-month timeline.