More than a million UK Pokémon Go players have paid money in the free-to-play game.
That's according to a huge new survey from UK polling company YouGov, which has taken a break from predicting elections to focus on the global app phenomenon.
YouGov found that 6.1m adults (13 per cent of the UK's population) have downloaded the game since its launch last month on 14th July.
Out of that number, an impressive 5.3m people (87 per cent of those who downloaded Pokémon Go) are still playing.
The vast majority of users who have paid money have also been tempted into spending more than the 79p minimum.
Most who put money down have paid between a quid and Ł15.
Some players have spent far more, however. More than 250,000 players have spent over Ł15. 150,000 have spent over Ł30.
7000 players have clocked up over Ł75 of in-app purchases.
YouGov quizzed 25,000 people for its survey, and found that 33 per cent of adult players were over 35. Only four per cent of adult players were over the age of 55, however.
A similar YouGov poll in the US found 34.3m people had downloaded the app, and 30.8m had used it in the past week.
More than 10m users had made in-app purchases - a far higher percentage than in the UK. The US also had a slightly younger age demographic.
"It is a mistake to think that this is just a fad for young people," YouGov boss Stephen Harmston said. "Our data makes it clear that not only have a lot of people downloaded the game [but] the vast majority are still playing it."
Questions aimed at understanding the purchasing and social habits of users found Pokémon Go players were most likely to favour youth-orientated brands such as Kinder, Skittles, Smirnoff and Capri Sun, and shop at stores such as Primark and New Look.
But while players are more likely to be highly educated, the report concludes that users are also more likely to class themselves as unmotivated and easily distracted.
"Crucially the people playing this game can be easily bored," Harmston concluded, "meaning that developers will need to innovate and push out new features if they are to keep up interest levels."