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BizReport : Mobile Marketing : October 15, 2014

Mobile gamers' spending and behavior highlighted in new study

A new study from Everyplay, the mobile-sharing division of game engine marker Unity, reveals who spends the most on mobile games and how they find new games to play.

by Helen Leggatt

A very small percentage of mobile gamers account for the majority of all spending. Called 'Super Whales' this group of mobile gamers makes up just 1% the player base yet accounts for 29% of all revenues, found Everyplay's survey of 3,000 U.S. mobile gamers on both Android and iOS devices.

Super Whales "love competitive games, listen to their friends' game recommendations, and want to play games that let them socialize with their friends. They love watching and sharing gameplay video, often share to Facebook and YouTube, and download more games per month than the average user."

Apart from the Super Whales, those spending the most on mobile games are male and aged between 35 and 44. Among this age group the average monthly spend on mobile games is $6.07 with the next highest-spending age group those 45 years old and over ($4.79).

The age group that spends the least is the youngest - 18 to 24 year olds - who spend just $3.73 on average per month. Mobile gamers who played the most also spent the most. While those who played for an hour or less each week spent just $0.66, players average 10 hours or more spent an average of $15.15 per month.

Meanwhile men spend, on average, just over $2 more per month on mobile games than women - $5.63 vs. $3.49.

Image via Shutterstock

Tags: mobile, mobile games, research

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