Social Gamer Spending Habits

2012 Arkadium Social Gaming
Monetization Research
Part 1 – Purchaser Profiles

Research Overview
Research Objectives:
• Gain an understanding of items that social game players are likely to purchase within
games on Facebook
• Identify the genre of games that are most likely to monetize the end user
• Understand the profile of monetizing Facebook gamer

This portion of the research focuses on identifying some characteristics of the social game
purchaser.

Data Collection:
• Web survey (Peanut Labs eRewards)
• Audience: US users 18 years and older
• Survey length: 48 questions
• Survey period: March 30th, 2012
• 1,576 responses

Survey Qualifications:
• Live in the United States
• Be 18 years or older
• Have played a game on Facebook

6/19/2012 2

Respondent Profile

• 986 females, 584 males

Age
35%

30%

25%

20%

15%

10%

5%

0%
Under 18 18-24 25-34 35-44 45-54 Over 55

•41% have zero children in their household
•27% have 1 child
•32% have 2 or more children

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Research Highlights

• Social Butterflies – play games with at least 6 friends
– 63% have purchased
– 33% have spent more than $20 on one purchase
• Online Shoppers – spend at least $100/month online
– 59% have purchased a gift for a friend (45% overall)
and 65% have purchased a gift for themselves (53%
overall)
• Core gamers – Strategy, RPG and Sports gamers
– 62% and 61% of Strategy and RPG gamers
respectively have purchased something in a
Facebook game vs. 41% of players overall
– 45% of Sports gamers typically spend at least
$20/month on Facebook games

Social Butterflies

• 63% of players that play with 6 friends or more have
purchased in Facebook games
– 74% of social butterflies are likely to purchase in sim or
city-building games
– 56% purchase to decorate and personalize

Social Butterflies

• Social butterflies are more likely to splurge with
purchases of more than $20
• 33% have, v. 24% overall
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Online Shoppers

• Just under 50% of gamers that are also heavy online
shoppers have purchased in Facebook games

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Online Shoppers

• 59% have purchased a premium gift for a friend (45% overall)
and 65% have purchased a gift for themselves (53% overall)

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Online Shoppers

• 20% spend $50 or more per month (11% for purchasers
overall) and 23% budget at least $20 for Facebook games
every month
– 52% have spent more than $11 on one purchase (44% for
purchasers overall)
6/19/2012 9

Core Gamers

• 62%, 61% and 49% of strategy, RPG, and Sports
gamers respectively have purchased something in a
Facebook game vs. 41% of users overall
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Core Gamers

• 42% of RPG gamers and 45% of sports gamers typically
spend at least $20/month on Facebook games
– Pay to unlock content, gain edge or decorate and
personalize
– Purchase gifts, upgrades, game expansions, and limited
time offers
6/19/2012 11

APPENDIX - SEGMENTATION
DATA

6/19/2012 12

Social Butterflies
Overall (1,570) Social Butterflies (502)
Have you ever purchased something in a Facebook game?
Yes 41% 63%
No 59% 37%
How likely are you to purchase virtual items with real-world money in the future?
Extremely likely 25% 30%
Very likely 22% 22%
Moderately likely 26% 27%
Slightly likely 19% 15%
Not at all likely 9% 6%

Influences to spend real-world money on a Facebook game: (Select all that apply)
Unlock story/narrative content 40% 40%
Gain edge over competition 44% 45%
Game too difficult otherwise 24% 23%
Ability to decorate and personalize 51% 56%
Influence of friends 16% 18%

Which of the following virtual items are you interested in purchasing? (Select all that apply)
Score or performance boosters 30% 28%
Energy or stamina 35% 34%
Gifts 37% 37%
Game currency 58% 60%
Game expansions or game content 36% 38%
Limited time or special offers 35% 40%
Holiday items or decorations 30% 35%
Upgrades 46% 51%
Complete quests or levels 31% 29%
None of the above 4% 3%
6/19/2012 13

Social Butterflies
Type of Facebook games most likely to spend real-world money: (Select all that apply)
Simulation or Building (Cityville, The Sims Social, etc.) 69% 74%
Strategy (Empires & Allies) 23% 25%
Role Playing (Dungeon Rampage, Monster Galaxy) 21% 21%
Arcade or Action (Bejeweled Blitz, Mahjongg Dimensions) 22% 21%
Casino and Card games (Texas HoldEm Poker) 27% 22%
Trivia (Family Feud) 14% 15%
Sports 10% 9%
Other (please specify) 6% 6%

How much real-world money do you typically spend per month on Facebook games?
Less than $10 46% 39%
$10-$19 26% 26%
$20-$49 18% 21%
$50-$99 7% 9%
$100-$499 2% 3%
$500 or more 2% 3%

How much real-world money do you typically spend on one purchase in a Facebook game?
Less than $1 15% 8%
$1-5 37% 32%
$6-10 26% 32%
$11-20 13% 16%
More than $20 8% 13%

6/19/2012 14

Social Butterflies
What is the most real-world money you have spent on one purchase in a Facebook game?
Less than $1 10% 5%
$1-5 24% 17%
$6-10 23% 26%
$11-20 20% 19%
More than $20 24% 33%

What is your typical budget for real-world money you spend on Facebook games in 1 month?
N/A 15% 14%
Less than $1 8% 4%
$1-5 18% 15%
$6-10 20% 19%
$11-20 24% 26%
More than $20 15% 22%

How many Facebook games do you spend real-world money on every month?
1 39% 42%
2 28% 25%
3 11% 12%
4 2% 2%
5+ 6% 7%

How long do you typically continue to spend real-world money on a single Facebook game?
Only once per game 37% 30%
Several days 19% 18%
Several weeks 17% 19%
Several months 19% 23%
Several years 8% 10%
6/19/2012 15

Social Butterflies

How many are you still playing?
All of them 49% 56%
Most of them 26% 24%
Few of them 17% 14%
None of them 8% 6%

How long did you play before you purchased something?
More than 1 week 67% 70%
Less than 1 week 17% 15%
Less than 1 day 7% 7%
Less than 1 hour 4% 5%
N/A 5% 3%

What makes you stop spending real-world money on Facebook game? (Select all that apply)
Endgame reached/Run out of content 25% 22%
Game becomes boring 47% 47%
New game has captured your interest 37% 32%
Financial reasons 47% 51%

6/19/2012 16

Online Shoppers
Overall (1,570) Online Shoppers (518)
Yes 41% 49%
No 59% 51%

Extremely likely 25% 34%
Very likely 22% 24%
Moderately likely 26% 27%
Slightly likely 19% 12%
Not at all likely 9% 4%

What influences you to spend real-world money on a Facebook game? (Select all that apply)
Unlock story/narrative content 40% 46%
Gain edge over competition 44% 52%
Game too difficult otherwise 24% 29%
Ability to decorate and personalize 51% 56%
Influence of friends 16% 21%

Score or performance boosters 30% 37%
Energy or stamina 35% 45%
Gifts 37% 48%
Game currency 58% 60%
Game expansions or game content 36% 45%
Limited time or special offers 35% 40%
Holiday items or decorations 30% 35%
Upgrades 46% 53%
Complete quests or levels 31% 36%
None of the above 4% 1%
6/19/2012 17

Online Shoppers
Simulation or Building (Cityville, The Sims Social, etc.) 69% 69%
Strategy (Empires & Allies) 23% 31%
Role Playing (Dungeon Rampage, Monster Galaxy) 21% 30%
Arcade or Action (Bejeweled Blitz, Mahjongg Dimensions) 22% 33%
Casino and Card games (Texas HoldEm Poker) 27% 33%
Trivia (Family Feud) 14% 23%
Sports 10% 13%

Less than $10 46% 28%
$10-$19 26% 31%
$20-$49 18% 21%
$50-$99 7% 13%
$100-$499 2% 3%
$500 or more 2% 4%

Less than $1 15% 7%
$1-5 37% 34%
$6-10 26% 32%
$11-20 13% 16%
More than $20 8% 11%

6/19/2012 18

Online Shoppers
Most real-world money you have spent on one purchase in a Facebook game:
Less than $1 10% 4%
$1-5 24% 19%
$6-10 23% 25%
$11-20 20% 23%
More than $20 24% 29%

Typical budget for real-world money you spend on Facebook games in 1 month:
N/A 15% 7%
Less than $1 8% 5%
$1-5 18% 14%
$6-10 20% 23%
$11-20 24% 29%
More than $20 15% 23%

1 39% 34%
2 28% 33%
3 11% 17%
4 2% 3%
5+ 6% 10%

Only once per game 37% 22%
Several days 19% 25%
Several weeks 17% 25%
Several months 19% 20%
Several years 8% 8%

6/19/2012 19

Online Shoppers

All of them 49% 45%
Most of them 26% 33%
Few of them 17% 16%
None of them 8% 5%

More than 1 week 67% 59%
Less than 1 week 17% 21%
Less than 1 day 7% 11%
Less than 1 hour 4% 7%
N/A 5% 2%

What makes you stop spending real-world money on a Facebook game? (Select all that apply)
Endgame reached/Run out of content 25% 33%
Game becomes boring 47% 55%
New game has captured your interest 37% 45%
Financial reasons 47% 39%

6/19/2012 20

Game Type
Overall (1,570) Sim Strategy RPG (252) Arcade (661) Casino (534) Trivia (457) Sports (177)
Yes 41% 48% 62% 61% 43% 46% 46% 49%
No 59% 52% 38% 39% 57% 54% 54% 51%

Extremely likely 25% 27% 33% 32% 32% 33% 33% 46%
Very likely 22% 21% 23% 28% 22% 24% 25% 26%
Moderately likely 26% 26% 23% 25% 26% 25% 22% 13%
Slightly likely 19% 18% 17% 10% 15% 13% 13% 13%
Not at all likely 9% 7% 4% 5% 5% 5% 7% 2%

What influences you to spend real-world money on a Facebook game? (Select all that apply)
Unlock story/narrative content 40% 46% 53% 55% 47% 46% 49% 54%
Gain edge over competition 44% 44% 59% 60% 51% 52% 58% 71%
Game too difficult otherwise 24% 25% 31% 37% 31% 31% 35% 43%
Ability to decorate and personalize 51% 57% 54% 58% 61% 58% 56% 60%
Influence of friends 16% 19% 27% 29% 24% 24% 24% 30%

Score or performance boosters 30% 31% 44% 45% 40% 41% 42% 51%
Energy or stamina 35% 36% 48% 47% 44% 43% 44% 52%
Gifts 37% 40% 47% 51% 42% 47% 50% 63%
Game currency 58% 60% 63% 65% 63% 67% 61% 62%
Game expansions or game content 36% 40% 49% 53% 45% 46% 47% 53%
Limited time or special offers 35% 38% 48% 54% 46% 42% 46% 54%
Holiday items or decorations 30% 34% 36% 44% 36% 35% 36% 48%
Upgrades 46% 49% 61% 59% 57% 53% 53% 63%
Complete quests or levels 31% 34% 44% 45% 42% 43% 45% 54%
None of the above 4% 3% 3% 3% 3% 3% 3% 5%
6/19/2012 21

Game Type
Simulation or Building 69% 85% 66% 72% 72% 67% 71% 67%
Strategy 23% 23% 59% 45% 30% 29% 32% 49%
Role Playing 21% 22% 38% 69% 27% 29% 33% 45%
Arcade or Action 22% 23% 36% 42% 44% 38% 38% 51%
Casino and Card games 27% 25% 36% 42% 38% 61% 43% 55%
Trivia 14% 15% 25% 30% 21% 25% 38% 40%
Sports 10% 9% 18% 20% 15% 17% 20% 59%
Other (please specify) 6% 4% 5% 4% 5% 7% 5% 2%

Less than $10 46% 43% 39% 32% 41% 37% 37% 34%
$10-$19 26% 27% 28% 26% 24% 27% 26% 21%
$20-$49 18% 18% 17% 22% 21% 22% 23% 21%
$50-$99 7% 9% 10% 14% 9% 9% 10% 17%
$100-$499 2% 2% 3% 2% 2% 1% 1% 2%
$500 or more 2% 2% 2% 4% 3% 4% 3% 5%

Less than $1 15% 15% 10% 10% 11% 11% 13% 9%
$1-5 37% 36% 34% 32% 35% 33% 36% 29%
$6-10 26% 28% 30% 28% 32% 32% 31% 32%
$11-20 13% 14% 17% 18% 14% 16% 14% 17%
More than $20 8% 8% 9% 12% 8% 9% 6% 13%

6/19/2012 22

Game Type
Most real-world money you have spent on one purchase in a Facebook game:
Less than $1 10% 9% 8% 8% 9% 9% 11% 6%
$1-5 24% 23% 20% 21% 20% 18% 21% 17%
$6-10 23% 23% 25% 23% 24% 23% 25% 21%
$11-20 20% 22% 25% 25% 22% 24% 25% 29%
More than $20 24% 23% 22% 23% 25% 26% 18% 28%

Typical budget for real-world money you spend on Facebook games in 1 month:
N/A 15% 13% 10% 10% 12% 13% 11% 9%
Less than $1 8% 7% 6% 3% 7% 6% 7% 5%
$1-5 18% 18% 17% 18% 18% 16% 18% 18%
$6-10 20% 20% 23% 21% 20% 19% 24% 21%
$11-20 24% 26% 25% 22% 25% 26% 23% 21%
More than $20 15% 16% 18% 26% 19% 21% 17% 26%

1 39% 37% 31% 21% 30% 26% 28% 24%
2 28% 28% 31% 39% 34% 34% 32% 29%
3 11% 11% 15% 16% 13% 17% 15% 16%
4 2% 2% 3% 3% 1% 2% 2% 2%
5+ 6% 7% 9% 13% 10% 11% 11% 20%

Only once per game 37% 34% 31% 22% 29% 31% 32% 26%
Several days 19% 19% 19% 28% 20% 20% 16% 21%
Several weeks 17% 19% 23% 21% 22% 21% 27% 20%
Several months 19% 20% 20% 18% 20% 17% 17% 23%
Several years 8% 7% 8% 11% 9% 10% 8% 10%

6/19/2012 23

Game Type


All of them 49% 49% 48% 44% 50% 48% 45% 49%
Most of them 26% 28% 28% 38% 30% 30% 33% 32%
Few of them 17% 17% 18% 14% 14% 16% 16% 13%
None of them 8% 7% 6% 5% 7% 5% 6% 6%

More than 1 week 67% 66% 66% 60% 65% 65% 60% 60%
Less than 1 week 17% 17% 17% 21% 19% 19% 19% 21%
Less than 1 day 7% 7% 8% 8% 7% 9% 10% 7%
Less than 1 hour 4% 5% 5% 6% 5% 5% 7% 8%
N/A 5% 5% 4% 4% 4% 2% 4% 5%

What makes you stop spending real-world money on a Facebook game? (Select all that apply)
Endgame reached/Run out of content 25% 27% 36% 39% 32% 31% 35% 46%
Game becomes boring 47% 48% 53% 55% 54% 49% 55% 57%
New game has captured your interest 37% 38% 49% 54% 47% 46% 48% 63%
Financial reasons 47% 47% 44% 41% 48% 47% 48% 41%
Other (please specify) 6% 6% 6% 3% 4% 5% 4% 1%

6/19/2012 24

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