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PlaySpan / Magid Virtual Goods Report

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PlaySpan / Magid Virtual Goods Report

  1. 1. Virtual Goods Trends Emerging Trends Among Consumers March 7, 2012 Presented at the Game Developers Conference San Francisco PlaySpan 2012 - All Rights Reserved
  2. 2. Methodology Frank N. Magid Associates conducted an online survey in early January that focused on the attitudes and behavior regarding virtual goods among U.S. consumers as well as among a broad range of gamers. Using a highly qualified sample provider, Research Now, Magid surveyed a representative sample by gender, age (13-54 year olds) and ethnic background among consumers. A screening question (Which platforms do you own and use regularly for gaming) was used to identify current gamers. Those who did not select at least one of the platforms screened out. PlaySpan 2012 - All Rights Reserved
  3. 3. Terminology Consumers: A sample of U.S. citizens (13-54 year olds) with access to internet. Non Gamers: A subset of consumers Gamers who own and regularly use various Gamers - platforms for gaming. Buyers Gamers Buyers: Gamers who have purchased a virtual good over the past year, 2011. PlaySpan 2012 - All Rights Reserved
  4. 4. Consumers PlaySpan 2012 - All Rights Reserved
  5. 5. Virtual Goods Buying Amongst U.S. Consumers Has Dramatically Increased +100% One-in-four U.S. consumers ages 13–54 purchased virtual goods in 2011, which represents a 100% increase over 2009. PlaySpan 2012 - All Rights Reserved
  6. 6. Virtual Goods Market Explodes 2009-2011 Amongst Consumers Virtual Good Buyers Trend Young and Male *2009 included 12 year olds PlaySpan 2012 - All Rights Reserved
  7. 7. Profile Of Buyers Across All Consumers In 2011 50% Males 65% 50% Females 35% 15% 13-17 18% All Consumers 16% 18-24 Virtual Goods Buyers 21% 23% 25-34 26% 22% 35-44 23% 25% 45-54 13% 0% 20% 40% 60% 80% 100% PlaySpan 2012 - All Rights Reserved
  8. 8. Gamers PlaySpan 2012 - All Rights Reserved
  9. 9. Amongst Consumers, Seven In Ten Can Be Classified As Gamers 29% Gamers 71% Gamers come from all segments of Non-gamers the United States population. 71% PlaySpan 2012 - All Rights Reserved
  10. 10. Profile Of Gamers Across All Consumers 50% Males 53% 50% Females 48% 15% 13-17 13% All Consumers 16% 18-24 Gamers 18% 23% 25-34 26% 22% 35-44 23% 25% 45-54 21% 0% 20% 40% 60% 80% 100% PlaySpan 2012 - All Rights Reserved
  11. 11. Factors Effecting Games Purchased Among Gamers The price 64% The genre of the game 51% Friends’ recommendations 48% User reviews 33% Whether I can play it with my friends 30% The game franchise 24% Game critics reviews 22% The ease of buying the game 21% The company making the game 18% Advertisements for the game 18% Saw a promotion in a game you already play 11% The virtual goods available 6% 0% 20% 40% 60% 80% 100% What do you strongly consider when deciding which game to acquire? PlaySpan 2012 - All Rights Reserved
  12. 12. Factors Effecting Games Played Among Gamers The genre of the game 60% Friends’ recommendations 49% How challenging/difficult the game is 49% The graphic interface of the game 37% Whether I can play it with friends 34% The game franchise 29% User reviews 29% Game critic reviews 22% The company making the game 20% The virtual goods available in the game 11% Ease of buying extras within the game 8% 0% 20% 40% 60% 80% 100% Thinking about when you are about to play a game, what influences which specific game you decide to play? PlaySpan 2012 - All Rights Reserved
  13. 13. One In Three Gamers Have Purchased Virtual Goods In 2011 35% Purchasers of Virtual Goods Non-purchasers 65% PlaySpan 2012 - All Rights Reserved
  14. 14. Virtual Goods Buying Amongst U.S. Gamers Total Mention 35% M 13-17 72% M 18-24 57% M 25-34 44% M 35-44 36% M 45-54 18% F 13-17 29% F 18-24 18% F 25-34 23% F 35-44 33% F 45-54 23% 0% 20% 40% 60% 80% 100% PlaySpan 2012 - All Rights Reserved
  15. 15. Profile Of Virtual Goods Purchasers 100% 80% 65% 60% 40% 35% 26% 21% 23% 20% 18% 13% 0% Male Female 13-17 18-24 25-34 35-44 45-54 Gender Age PlaySpan 2012 - All Rights Reserved
  16. 16. Virtual Good Buying Amongst U.S. Gamers 100% 80% 60% 40% 35% 22% +50% 20% There is a fifty percent increase in virtual goods buying over 2010 among U.S. gamers. 0% 2010 2011 PlaySpan 2012 - All Rights Reserved
  17. 17. Reasons For NOT Buying Virtual Goods I don’t play games where I need to buy them 35% They seem unnecessary to the overall enjoyment of a… 32% I don’t understand the point 24% I have the money but think online games should be free 24% 69% Price is too high for what I’m getting 16% While 31% say they I don’t have the money to spend on them 14% would never spend money on a virtual item, I have the money but don’t trust Facebook with my credit… 11% that leaves a huge upside among the 69% I have the money but don’t trust entering my credit card… 8% who will. This groups exists equally across all Not sure how to 6% demographics groups. I would never spend money on a virtual item 31% 0% 20% 40% 60% 80% 100% Why don’t you buy in-game virtual goods? PlaySpan 2012 - All Rights Reserved
  18. 18. Reasons For Buying Virtual Goods (Among those who have bought virtual goods) To be able to do more in a game 55% To get a better experience playing the game 49% To be able to advance a level or state in a game 35% To decorate or develop my avatar identity in a 32% game/express myself To improve my skills in a game 27% To beat my friends 17% Only because I have to pay to continue progressing 16% / having fun To achieve a common goal with my game friends 14% To show off the things/brands that I like in real life 10% in a game 0% 20% 40% 60% 80% 100% Why do you buy in-game virtual goods? PlaySpan 2012 - All Rights Reserved
  19. 19. Where Gamers Purchase Virtual Goods (Among those who have bought virtual goods) A connected console marketplace (i.e. Xbox Live 48% or PlayStation Store) Directly within the game application 42% I buy pre-paid card at retail stores 40% From an online store (NOT the Game Publisher) 16% From the Game Publishers Website (outside of 13% the Game application) 0% 20% 40% 60% 80% 100% Where do you purchase your virtual currency or virtual goods? PlaySpan 2012 - All Rights Reserved
  20. 20. Purchased Virtual Goods As a Gift Among those who have bought virtual goods 26% Potential Just 26% of respondents say that Yes they’ve purchased virtual goods for No someone else, leaving 74% of the market untapped. 74% Those more likely to give virtual goods as a gift are: Women 32% 45-54 years old 42% Have you ever bough a digital good or virtual gift for someone else? PlaySpan 2012 - All Rights Reserved
  21. 21. Average Money Spent On Virtual Goods In Last 12 Months (Among those who purchased virtual goods) 12% 10% 21% $0 $1-$25 $64 Gamers have spent an average $26-$50 of $64.13* on virtual goods 38% $51-$100 over the past year. $100+ 19% How much did you spend in total on digital or virtual goods in-games in the last 12 months? * = mean PlaySpan 2012 - All Rights Reserved
  22. 22. Total Dollars Spent on Virtual Goods $2.3B $1.8B +28 % Total dollars spent on virtual goods is up 28% since 2009. 2009 2011 PlaySpan 2012 - All Rights Reserved
  23. 23. Per User Dollars Spent on Virtual Goods $110 $102.80 $100 $91.54 $90 $80 $77.72 $70 $66.00 $60 $53.86 $48.03 $49.55 $50.38 $50 $40 $37.56 $30 $27.70 $20 $10 $0 M 13-17 M 18-24 M 25-34 M 35-44 M 45-54 F 13-17 F 18-24 F 25-34 F 35-44 F 45-54 PlaySpan 2012 - All Rights Reserved
  24. 24. Five Key Points To Remember 1. Purchasing virtual goods is becoming more and more mainstream each year. Purchasing is up from 12% in 2009 to 25% in 2011 across consumers. 2. Purchasers are more likely to be men and 13-34 year olds. However, it is important to note it is not limited to those demographics. 3. Virtual goods expand a gamer’s experience with the game but it does significantly effect the purchase decision. 4. Seven in ten gamers who have not purchased virtual goods do not reject the idea so the future is bright. This attitude exists across all demographic groups. 5. Gifting virtual goods is unexplored territory. PlaySpan 2012 - All Rights Reserved
  25. 25. Download Link Key Contacts http://slidesha.re/Aa2ZKa Mike Vorhaus Eric Gonzalez President, Magid Advisors VSCpr on behalf of PlaySpan mvorhaus@magid.com eric@vscpr.com Robert M. Crawford, Ph.D. Robb Lewis Vice President, Research PlaySpan bcrawford@magid.com robblew@visa.com @robblewis PlaySpan 2012 - All Rights Reserved

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