Most of the original IMVU paying cohort still had IMVU or other observed purchase activity
Outcome by August 2025–July 2026 among 319 continuously observed IMVU payers from August 2023–July 2024
Share of original IMVU paying cohort
Source: YipitData U.S. e-receipt panel. Original cohort n=319; 223 had no observed IMVU purchase in the later window. Tracked digital platforms included social, gaming, and entertainment services and are not all direct IMVU substitutes.
Chart data
| Series | Share of original IMVU paying cohort |
|---|---|
| No later IMVU purchase, still bought tracked digital platforms | 32% |
| Retained IMVU | 30% |
| No later IMVU purchase, bought in other categories | 19% |
| No later IMVU purchase, no observed activity | 19% |
Where did IMVU payers without a later IMVU purchase keep spending?
Among the 223 payers with no observed IMVU purchase in the later window, 46% still bought from the tracked digital-platform set. TikTok appeared for 20%, PlayStation for 15%, Steam for 10%, Xbox for 9%, and Roblox for 7%. These services mix social, gaming, and entertainment purchases, so their presence shows other observed spending, not a direct switch from IMVU.
Does continued digital spending prove that IMVU dollars moved to rivals?
No. Among payers with no later IMVU purchase, the share buying from tracked platforms fell from 53% in the earlier window to 46% in the later one. Many kept buying from other tracked digital platforms, but the analysis does not measure dollar substitution, why IMVU purchases stopped, or whether those payers can be won back.
Assumptions & Methodologies
We followed 319 continuously observed U.S. e-receipt panelists who paid IMVU from August 2023–July 2024. Lapsers had no IMVU purchase from August 2025–July 2026, leaving a full gap year between windows. The tracked digital set covered Roblox, TikTok, Discord, Twitch, Steam, Epic Games, Electronic Arts, Xsolla, PlayStation, Xbox, and Nintendo. IMVU receipts had line-item detail, but other merchants can include purchases outside virtual goods. The panel is directional and skews slightly male and upper-middle income. Missing inboxes can undercount purchases; results do not prove switching, causation, or reacquisition potential.