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  • Worth mentioning that the in-game monetization rate are lower for those who only download free games (9%)

Transcript

  • 1. Who is the Mobile Gamer? Bonnie Ho, Research Analyst Inside Network Research Smartphone & Tablet Games Summit June 2012
  • 2. Highlights & Data from this month’s reportto be released June 30, 2012:Inside Virtual Goods:Spending and Usage Habits of the MobileGaming Audience 2 © 2012, Inside Network. All rights reserved.
  • 3. Research Objectives & MethodologyObjectives Understand how mobile users are gaming on their devices • Mobile Gaming Usage: What types of games are they playing? Where are they gaming? Who do they play with? • Path-to-Purchase: How are new games discovered? What considerations do they make when downloading a game? Monetization?Methodology Quantitative Survey of US Mobile Gamers • Target Audience: Plays games on the iPhone, iPod Touch, iPad, Android phone for Android tablet at least once per week; Over 18 years old • Fielded through panel service, SurveyMonkey’s ZoomPanel • 385 respondents • Fielded June 2012 3 © 2012, Inside Network. All rights reserved.
  • 4. About the Respondents Plays games on mobile devices at least once per week Mobile Gaming – Frequency - US Gender - US Age - US How often do you play games on your mobile 19- 54 and device? Several up, 21% Once per 24, 11% times per week, 9% 25- hour, 8% 30, 15% SeveralFemale, 50 times per % 49- week, 24% Male, 50% Several 53, 11% times per day, 40% 31- 36, 18% 43- Once per 37- 48, 12% day, 20% 42, 13% Devices owned / Play Games - US 60% 50% 47% 50% 40% 30% 31% 30% 25% 20% 20% 10% 9% 11%8% 10% Ownership 0% Plays games 4 © 2012, Inside Network. All rights reserved.
  • 5. About the Respondents Casual Gaming Audience: Plays Word games, Puzzle games, Card games Types of Games Played – US What types of games do you play regularly? (at least once per month?)60% 50%50% 44% 41%40% 27% 26%30% 20% 17%20% 13% 7%10% 0% Word Puzzle Card Arcade Action Board Casino Hidden MMO games Games games Games Games games games Object and RPG games Games Played in Last 30 Days - US Please select the mobile games youve played in the last 30 days 50% 45% 38% 40% 28% 30% 20% 17% 13% 9% 7% 10% 6% 5% 5% 0% Angry Birds Words with Bejeweled Draw Fruit Ninja Cut the Wheres Tiny Tower Wheres Zynga Friends Something Rope My Water? Waldo Poker 5 © 2012, Inside Network. All rights reserved.
  • 6. Mobile Gaming BehaviorsMobile Gaming: Where? With Who? Why? 6 © 2012, Inside Network. All rights reserved.
  • 7. Mobile Gaming Behaviors Mobile gaming everywhere, when I’m bored… Where Mobile Gamers are Playing • “Mobile” not just outside the home, but also Please select where you are when playing games on inside the home your mobile device. • A little piece of entertainment to kill time100% 86% 80% 60% 35% 34% 29% 40% 22% 24% 20% 9% 14% “Games are always there (as I always have my 5% phone with me). Game is fast and can finish 0% quickly if need be without needing to shut down a game and return later” Attitudes: I enjoy playing games on mobile devices because...“I like the fact that it is Extremely Disagree Disagree Neutral Agree Extremely Agreeconvenient, if I am notsleepy I can play it in Its something to do when Im boredbed, or if what is on the } 83% Positive Its convenienttv, I am not interested } 82% Positive I dont have to buy another devicein, then I can play and The games dont take up a lot of time"watch" yet be with thefamily,” I can play while doing other things Its another way to engage with friends 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 7 © 2012, Inside Network. All rights reserved.
  • 8. Mobile Gaming Behaviors Most play mobile games by themselves; younger age groups use gaming as another way to engage with friends play mobile games with? – US - Age Who do you Connections to Social Networks – US - Age 18 to 30 31 to 48 49 and up Total Sample Facebook Twitter Never / None of the above100% 87% 90% 80% 70% 52% Total Sample 43% 10% 55% 60% 50% 38% 40% 30% 14% 13% 20% 8% 6% 5% 49 and up 22% 2% 77% 10% 0% 31 to 48 45% 11% 54% 18 to 30 67% 19% 29% Attitudes: I enjoy playing games because… “Its another way to engage with friends” – US - Age Extremely Disagree 49 and up 14% 25% 30% 26% 6% } 31% Positive Disagree 31 to 48 9% 8% 32% 39% 12% } 51% Positive Neutral Agree 18 to 30 3%9% 22% 41% 25% } 66% Positive Extremely Agree 8 © 2012, Inside Network. All rights reserved. 0% 20% 40% 60% 80% 100%
  • 9. Path-to-PurchaseGame Discovery > Download > Spend 9 © 2012, Inside Network. All rights reserved.
  • 10. Path-to-Purchase Snapshot How do you find out about games? • Word-of-mouth: high quality Game Recommendations from Friends 60% game and experiences, users will want to talk about Discovery Browsing Top Apps on • Top App Ranking is still key Google Play or iTunes 45% Download: Free or Premium? • “Free” is still a key motivator 80% 63% in deciding which game to Downloa 60% 40% 37% download d 20% • 37% are willing to purchase 0% premium games Decision Free Only Free and/or Premium In-Game Purchase In-Game Purchase? Yes, 17% Have bought 33% 67% premium Spen Yes No d Free Only 9% 91% No, 83% 10 © 2012, Inside Network. All rights reserved.
  • 11. Path-to-Purchase: Android vs iOS “Free” is even more emphasized for Android gamers Do you download free games, premium games (pay at download), or both? Which of the following is most important to you when iOS Android deciding on which mobile game to download? 80% 70% Android iOS 70% 60% 51% Its free 59% 46% 50% 40% 9% 40% My friend recommended it 18% 30% 24% Good Ratings & Reviews 9% 20% 14% 10% 5%4% 2%1% 3%2% Whether I can play with friends 3% 6% 0% Companys reputation for high 3% Only Both, but more free gamespremium gamesgamesfree games equally free gamesBoth, but more than premium than Only premium games Both free games and premium games quality games 5% Its in the Top Games list 5% 4%The screenshots in the description 6% 3% In-Game Purchase – US - Platform Other (please specify) 2% Yes No 2% 0% 10% 20% 30% 40% 50% 60% 70% Android 17% 83% iOS 22% 78% 11 © 2012, Inside Network. All rights reserved.
  • 12. Path-to-Purchase: By Age Young age groups download more games, are less sensitive to “free”, and monetize at higher rates Do you download free games, premium games (pay at Which of the following is most important to you when download), or both? deciding on which mobile game to download?100% 18 to 30 31 to 48 49 & up 80%90% 65% 68% Other 53% 60% 47%80% 40% 35% 32% 8% 16% Its in the Top70% Games list 20% 15% 14% 8%60% Companys 0% reputation for high Only free games Free games and/or premium50% quality games 17% Whether I can play40% with friends Yes: Have paid for in-game30% 60% Good Ratings & Downloads 3 or more games 58% purchase Reviews20% 41% 49 & up 14% My friend 49 & up 15% recommended it10% 31 to 48 27% 31 to 48 16% Its free 0% 18 to 30 48% 18 to 30 24% 18 to 30 31 to 48 49 & up 0% 20% 40% 60% 0% 10% 20% 30% 12 © 2012, Inside Network. All rights reserved.
  • 13. Key TakeawaysWho is the mobile gamer? 13 © 2012, Inside Network. All rights reserved.
  • 14. Key TakeawaysWho is the Mobile Gamer? • Approximately 2/3rds of iPhone/iPod Touch and Android phone users play games on their phones • Plays casual games: Word games, puzzle games, card games • Plays at home, out, while waiting - Since their phone is always with them, it makes it convenient to play games whenever, where ever • Most play solo, but the younger mobile gamer enjoy playing with friends as another way to engage with them and connects to social networks to play games at a higher rate • Mobile gamers discover new games through friend recommendations or through Top Apps in iTunes App Store / Google Play • “Free” still a key motivator for download; Even more emphasized for Android • Those who only download free games monetize at a much lower rate than those who also download premium games • Young mobile gamers a prime audience: They are social, viral, download more games, are less sensitive to “free”, and monetize at higher rates 14 © 2012, Inside Network. All rights reserved.
  • 15. Thanks for Listening!Bonnie HoResearch Analyste. bonnie.ho@insidenetwork.comt. @abovethefoldsfFavorite mobile games: AngryBirds, Zuma’s Revenge See the Inside Network booth on how to subscribe to Inside Network Research or email Kieran Barr at k@insidenetwork.com 15 © 2012, Inside Network. All rights reserved.