Among even non-tech people I know, it's now common knowledge to check on the web if you can get a discount without the Apple tax before doing an in-app purchase. I think most people care more about saving 10-30% on their purchases than the convenience.

Interesting, I haven't heard of people doing that. I just asked my non-tech sisters and neither of them do it, but they do pay for the big media apps outside of Apple since there's no choice there.

For me, I much prefer the convenience of having all my subscriptions centrally located in the App Store, and, more importantly, being able to cancel them with one click there too.