Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital Kids Summit 2015 - Michael Cai, Senior Vice President of Research, Interpret - Shares

3,586 views

Published on

GameByte 2015

Published in: Data & Analytics
  • Get Your Ex Back Today Relationship expert Justin Sinclair shows you how with 3 easy steps.  http://t.cn/R50e2MX
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Your opinions matter! get paid BIG $$$ for them! START NOW!!.. ★★★ https://tinyurl.com/make2793amonth
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Your opinions matter! get paid for them! click here for more info...★★★ https://tinyurl.com/make2793amonth
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Discover a WEIRD trick I use to make over $3500 per month taking paid surveys online. read more... ▲▲▲ https://tinyurl.com/make2793amonth
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Discover a WEIRD trick I use to make over $3500 per month taking paid surveys online. read more... ◆◆◆ https://tinyurl.com/realmoneystreams2019
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Digital Kids Summit 2015 - Michael Cai, Senior Vice President of Research, Interpret - Shares

  1. 1. Digital Kids San Francisco Sept. 2015 Michael Cai, Interpret LLC
  2. 2. Consumer Tracker Sampling Methodology 2 Respondent Requirements Survey Modules Survey Conducted February to March 2015 Respondents
  3. 3. Research Coverage 3 Download Portable Games Connected Consoles Online Casual Gaming Download PC Games (Steam, etc.) Social Network Gaming Sub-based MMO F2P MMO Virtual Worlds Smart Phone Apps iPad and Tablet Gamer Physical Media
  4. 4. Agenda • Entertainment Wallet Share • Device Timeshare • Brand Mindshare • Gaming Motivations • Top Mobile Genres/Titles • Mobile Gaming/Spending Behavior/Attitudes • Console Gaming 4
  5. 5. Entertainment Walletshare 5 S18a Please indicate how much money you spent for your children 6-12 on each of the following in the past 6 months. $142.57 $97.57 $59.75 $43.52 $36.18 $34.00 $32.88 $13.38 Six Month Kids Walletshare N=400 Parents of Kid Gamers 6-12 Video games Toys Electronic entertainment devices Movies in theaters Books Entertainment branded merch excluding toys or books Movies/TV shows at home Music Total Average Spend On Entertainment In The Past Six Months: $460 (recall period includes holiday season) 32% of parents spend an average of $34 on game-related merchandise.
  6. 6. Device Timeshare 6 S5b And of the hours your children 6-12 spend playing videogames during a typical week on devices you own, how many hours are spent playing videogames on each of the game systems you own? Average Weekly Gaming Hours N=400 Total Gamers 6-12 10.97 Timeshare Across Devices N=400 Total Gamers 6-12
  7. 7. Top of Mind Play Brands And Games 7 G0 When you think about playing in general, what three brands come to mind right away? G1 When you think about games you play online, what three games come to mind? Play Brands N=400 Total Gamers 6-12 (New question in Wave 4) Games N=400 Total Gamers 6-12 Angry Birds Candy Crush Minecraft Farmville Call of Duty Bejeweled Club Penguin Mario Blue Text= Wave 3 Data Wave 4 Wave 4
  8. 8. Reasons to Play 8 G13 Kids like video games for different reasons. Now please think about why you like video games and rate the importance of each of the following reasons to you. 2% 4% 5% 3% 6% 7% 7% 6% 7% 10% 7% 8% 1% 4% 4% 3% 5% 3% 3% 3% 6% 6% 6% 8% Somewhat Unimportant Not Important At All Fun Create things Explore a new world Improve at something Play with my friends Learn new things Play as familiar character from books and movies Solve puzzles Play games with my parents Feel I’m part of a story Compete with other players Share things that I created or earned with friends 19% 30% 31% 35% 27% 32% 27% 30% 27% 26% 25% 28% 70% 47% 44% 39% 45% 38% 41% 38% 37% 36% 37% 33% Somewhat Important Definitely Important Reasons for Playing Video Games N=400 Total Gamers 6-12 • Children 6-9 are more interested in creating things and playing with parents as reasons to play video games than their 10-12 counterparts. • Children 10-12 are more likely to want to compete with other players and play with their friends than younger gamers. • Boys are more likely to play games to create things, share with friends, and compete. • Girl gamers are more interested in playing with their parents and to solve puzzles.
  9. 9. Top Mobile Genres 9 ST3 What types of games do you play on a smartphone, iPod Touch or tablet? Pick all the ones you play on smartphone, iPod Touch or tablet. 42% 40% 29% 22% 19% 19% 18% 18% 17% 17% Matching puzzle games Physics puzzle games Runner games World- building games Farm/city management games Fashion/Dress-up/ Makeover/ Shopping games Life/pet simulation games Drawing games Educational games Hidden object/mystery games % Playing Each Genre On Smartphone Or Tablet N=338 Mobile Gamers 6-12 Boy gamers 10-12 are much less likely to play Runner games than boy gamers 6-9 and girl gamers 6-12
  10. 10. 66% 52% 30% 29% 28% 25% 24% 21% 21% 20%22% 17% 12% 9% 7% 17% 5% 11% 12% 8% Angry Birds Candy Crush Saga Fruit Ninja Temple Run Angry Birds Star Wars Minecraft Pocket Edition Angry Birds Space Temple Run 2 Candy Crush Soda Saga Cut the Rope Top 10 Mobile Titles Ever and Currently Play N=338 Mobile Gamers 6-12 Ever Played Currently Playing -20% -19% -5% -9% +4% -10% Top 10 Mobile Titles – Play 10 St9a Which of the following mobile games have you ever played? ST9b Which of the following smartphone , iPod Touch, or tablet games are you currently playing? ST9b Which of the following mobile games are you currently playing? Since last wave, fewer gamers indicate that they are currently playing games from the Angry Birds franchise. Minecraft, however, has grown in engagement. %/% = Major change in percentage from Wave 3 to Wave 4 Data +6%
  11. 11. Minecraft Engagement 11 G9m1 You mentioned being aware of the game Minecraft. Have you ever played Minecraft? G9m1a How many hours a week do you play Minecraft? G9m2 On which device(s) do you play Minecraft? 34% 9% 8% 49% I play it now I used to play it I've never played it, but I've heard of it Not aware of it 35% 30% 20% 19% 19% 13% 10% 10% 10% 6% 5% Xbox 360 Desktop or Laptop PC Android tablet iPad iPhone PlayStation 3 Xbox One Desktop or Laptop Mac Android phone PlayStation 4 PlayStation Vita On Which Device(s) Do You Play Minecraft? N=172 Current or Recent Minecraft Gamers 6-12 Minecraft Experience N=400 Total Gamers Minecraft Hours Per Week N=136 Current Minecraft Gamers 4.9 Among all gamers, 15% of the total gaming hours per week (1.66 of 10.97 hrs.) is spent on Minecraft.
  12. 12. Awareness Sources of Mobile Game Apps 12 ST12 How do you hear about game apps to download onto a smartphone, iPod Touch, or tablet? ST12a What is the one main way you hear about games to download onto a smartphone, iPod Touch, or tablet? ST12a1 How often do you search for new games to play on your smartphone, iPod Touch, or tablet? Please select the answer that is closest to your actual habits. 27% 13% 15% 10% 7% 4% 9% 9% Friends Family Ranked lists in the app store Featured games in the app store YouTube Ads or commercials on TV Reviews in the app store App store search feature Sources Of Awareness N=338 Mobile Gamers 6-12 Main Source Used 14% 7% 19% 12% 19% 9% 21% Several times a day Once a day Several times a week Once a week Several times a month Once a month Less than once a month Searching Frequency N=338 Mobile Gamers 6-12
  13. 13. 13 ST12_0 For the smartphone, iPod Touch, or tablet that you play games on, who picks the games that you play? Who Select Mobile Games to Download 27% 29% 26% 11% 7% I always pick out the games I mostly pick out the games, but my parents pick out a few My parents and I both pick out the games about the same amount My parents mostly pick out the games, but I pick out a few My parents always pick out the games Who Picks The Mobile Games You Play? N=338 Mobile Gamers 6-12
  14. 14. 30% 29% 19% 22% Males 6-9 Males 10-12 Females 6-9 Females 10-12 Mobile Spending In Past Six Month 14 S7 Now, please indicate whether or not you spent money on your children 6-12 on the following gaming activities in the past 6 months. % Who Spent For Mobile In-game Purchases By Age And Gender N=91 Mobile In-game Spenders 23% spent for IAP in the past six months
  15. 15. 14% 14% 15% 15% 22% 22% 26% 26% 28% 37% When I read/watch a good review about the game When I can't beat other players When the game's going too slowly When I have to wait for a period of time before I can play again When I hear other people are playing the game When there's a sale To customize my character When I cannot pass a level When I can't play the rest of the game unless I buy it To get a special item Mobile Item Purchase Drivers 15 ST25 When do you usually ask your parents to spend money for a mobile game (e.g. new characters, skins/clothes, energy, new maps)? I Ask My Parents To Spend On In-Game Items When… N=210 Mobile Gamers Who Requested Parents To Spend Money 6-12 % Asking for Mobile In-game Items Purchase N=338 Mobile Gamers 6-12 38% 62% I never ask my parents to buy stuff for me for mobile games I ask my parents to spend on mobile games
  16. 16. 68% 24% 8% 7% 5% My child does not know my password/credit card info, and has to ask me to make each purchase for them My child uses a prepaid gift/gaming card to spend on mobile games My child knows my password/credit card info, and can make individual purchases without limit My child knows my password/credit card info, but has to ask me for permission before each purchase My child knows my password/credit card info, and can make individual purchases within a limit I give them Password Policy For Kids Mobile Games N=160 Parents of Mobile Game Spenders 6-12 16 ST18p1 For your kids’ mobile games (smartphone, iPod Touch, or tablet), how would you prefer to pay for these items? ST18p0 How are purchases made in your household for your child’s mobile games? G19Allowance Do you give your child a set weekly or monthly allowance specifically for video games? If so, please specify the total allowance you give them per month. Parent Control of Mobile Game Spending 20% 80% Gift card/spending account Authorize each purchase separately Pay Preference For Kids Mobile Games N=160 Parents of Mobile Game Spenders 6-12
  17. 17. 17 G19 Do you give your child a set weekly or monthly allowance specifically for video games? If so, please specify the total allowance you give them per month. Gaming Allowance 14% 15% 71% Yes, I give them an allowance specifically for video games, it amounts to this much per month No, I give them a general-purpose allowance, it amounts to this much per month No, I don't give them any allowance Average gaming allowance: $37.75 Average general allowance: $24.66 Average Monthly Allowance N=400 Parents of All Gamers 6-12 (15% M / 14% F) (19% M / 11% F) $20.46 $52.50 $17.56 $46.74 $32.57 $22.64 $16.50 $25.92 Males 6-9 Males 10-12 Females 6-9 Females 10-12 Average Monthly Allowance By Age And Gender N= 50 Gaming Allowance Receivers, 60 General Allowance Receivers Gaming Allowance General Allowance
  18. 18. Top 10 Console Games 18 R9a1 Which of the following console games have you played in the last 6 months? 29% 17% 16% 15% 13% 13% 12% 11% 10% 10% Minecraft Call of Duty: Advanced Warfare Call of Duty: Ghosts Grand Theft Auto V Mario Kart 8 Disney Infinity LEGO Star Wars Just Dance 2015 LEGO Batman 2: DC Super Heroes LEGO Batman 3 Top 10 Home Console Titles N=331 Console Gamers 6-12 +10% -5% %/% = Major change in percentage from Wave 3 to Wave 4 Data Minecraft has not only gained mobile gamers, but grew in home console gamers as well, as indicated by the 10% increase in gamers.
  19. 19. Top Console Games by Demo 19 R9a1 Which of the following console games have you played in the last 6 months? *-Caution: Low Base Size 29% 26% 30% 36% 28% 29% 34% 26% 44% 48% 32% 46% 46% 44% 28% 10% 29% 6% 21% 21% 16% 11% 6% 2% 19% 36% 22% 17% 9% 3% 23% 18% 19% 18% 26% 26% 15% 51% 26% 27% Minecraft Call of Duty: Advanced Warfare Call of Duty: Ghosts Grand Theft Auto V Mario Kart 8* Disney Infinity* LEGO Star Wars* Just Dance 2015* LEGO Batman 2: DC Super Heroes* LEGO Batman 3* Top Home Console Games By Age-Gender N=Among Console Gamers Playing Each Game in Past 6 Months (Varying Base) Males 6-9 Males 10-12 Females 6-9 Females 10-12
  20. 20. Questions? 20 Yuanzhe (Michael) Cai 蔡元喆 SVP of Research, Games and Technology P: 310.981.4754 F: 310.981.4771 www.interpretllc.com Twitter: @mycai | @InterpretLLC michael.cai@interpretllc.com

×