Geoffrey Zatkin - LOGIN Conference 2012

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Geoffrey Zatkin - Why Consumers Disengage From Mobile? - LOGIN Conference 2012 - 9/26/2012

Geoffrey Zatkin - Why Consumers Disengage From Mobile? - LOGIN Conference 2012 - 9/26/2012

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  • 1. Why Consumers Disengage from Mobile Games Geoffrey Zatkin President, EEDAR
  • 2. EEDAR 15,000+ Objectively Quantifiable Attributes of Video Games Over 50,000 Games (Retail & Digital) observed, tracking more than 80,109,000 Data Points Downloadable Content Use of Brand/License Playable Character Types Multiplayer Support CONTEXT IS EVERYTHING
  • 3. T HE S URVEY Survey date: June 2012 Run by: Nielsen Run for: EEDAR Participants: 2,400 gamers Nielson, a market research firm, was commissioned by EEDAR to conduct a consumer survey in June 2012. The survey measured the attitudes and behaviors of over two thousand four hundred gamers across more than 250 variables related to smartphone games, tablet games, and general gaming behavior. CONTEXT IS EVERYTHING
  • 4. C HOICES Respondent Choices • Often • Sometimes • Never CONTEXT IS EVERYTHING
  • 5. W HY DO THEY S TOP ? Reasons Mobile Gamers Stop Playing a Mobile Game Game Repetitive Better Game Caught My Interest Progression Difficult without Paying Cash Completing all Content Game Isnt what I Expected it Would be Having to Wait/Work a Long Time to make Progress Game Doesnt Run Well on Phone or Tablet Too many Updates Friends Stop 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: EEDAR CONTEXT IS EVERYTHING
  • 6. T ABLET VS . M OBILE Reasons Mobile Gamers Stop Playing a Mobile Game Game Repetitive Better Game Caught My Interest Progression Difficult without Paying Cash Completing all Content Game Isnt what I Expected it Would be Having to Wait/Work a Long Time to make Progress Game Doesnt Run Well on Phone or Tablet Too many Updates Friends Stop 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Tablet Mobile Source: EEDAR CONTEXT IS EVERYTHING
  • 7. I OS VS . A NDROID Reasons Mobile Gamers Stop Playing a Mobile Game Game Repetitive Better Game Caught My Interest Progression Difficult without Paying Cash Completing all Content Game Isnt what I Expected it Would be Having to Wait/Work a Long Time to make Progress Game Doesnt Run Well on Phone or Tablet Too many Updates Friends Stop 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Android iOS Source: EEDAR CONTEXT IS EVERYTHING
  • 8. C ONSUMER S PENDING Source: EEDAR CONTEXT IS EVERYTHING
  • 9. E NDORSEMENT Average Endorsement by Consumer Grouping 40% 35% 30% 25% 20% 15% 10% 5% 0% Non-Spenders ($0) Minnows ($.01-$9.99) Dolphins ($10-$49.99) Whales (>$50) Source: EEDAR CONTEXT IS EVERYTHING
  • 10. BY C ONSUMER G ROUPING Disengagement by Consumer Grouping Game Repetitive Better Game Caught My Interest Progression Difficult without Paying Cash Completing all Content Game Isnt what I Expected it Would be Having to Wait/Work a Long Time to make Progress Game Doesnt Run Well on new Phone or Tablet Too many Updates Friends Stop -20% -15% -10% -5% 0% 5% 10% 15% 20% Whales Dolphins Minnows Non-Spenders Source: EEDAR CONTEXT IS EVERYTHING
  • 11. B Y T IME Average Time Before a Mobile Gamer Loses Interest in a Game 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Short (A day or less) Medium (Several days to a month) Long (Month or Longer) Source: EEDAR CONTEXT IS EVERYTHING
  • 12. B Y T IME Average Time Before a Mobile Gamer Loses Interest in a Game Game Repetitive Better Game Caught My Interest Progression Difficult without Paying Cash Completing all Content Game Isnt what I Expected it Would be Having to Wait/Work a Long Time to make Progress Game Doesnt Run Well on new Phone or Tablet Too many Updates Friends Stop 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Long (Month or Longer) Medium (Several days to a month) Short (A day or less) Source: EEDAR CONTEXT IS EVERYTHING
  • 13. Why Consumers Disengage from Mobile Games Geoffrey Zatkin President, EEDAR