Heavier spenders more likely to discover games through word-of-mouth and video, and engage in social sharing activities, including telling friends, rating, inviting

A new study by Everyplay, a leading mobile replay sharing network acquired by Unity back in March, reveals key discovery and sharing behaviors of mobile game players on iOS and Android devices. According to the “Mobile Gaming Social Motivations” study, mobile gamers in the US typically play more than two games and spend an average of $4 per month. Findings represent responses to the 2014 questionnaire from over 3,000 US mobile gamer players.

The study also revealed that high-spending players (spending over $10 per month), who make up two-thirds of the revenue from mobile gaming, are motivated by competitive play and genres that enable it. These players often discover new games through offline word-of-mouth, the App Store, Facebook and YouTube, and are highly influenced by online word-of-mouth, gameplay video, and advertising. These gamers also tend to seek and download more games and engage more in social play in games, share gaming experiences more often, and be more involved in gaming communities.

“Mobile video sharing of gameplay represents a huge opportunity for game developers to increase the discovery of their games virally, and also tap into the heavier spenders who naturally engage in more social behaviors than non-spenders. We believe video replay sharing will continue to grow in adoption over time as well. Results and data within our report will help game developers to prioritize and design features for virality and retention with existing social media channels as well,” said Jussi Laakkonen, Executive Vice President, Everyplay & Ads at Unity Technologies.

Additional highlights from the study:

  • Word of mouth is the #1 way that mobile gamers discover games and decide whether to download, and top sources include: Reading User Reviews (43%), Hearing from a friend/family member (36%), Seeing a friend/family member play the game (25%)
  • 70% of all users watched online game video in the last 7 days and over 45% said watching the video directly led them to download the game featured in the video
  • Usage of mainstream social networks is strong with Facebook (89%), YouTube (60%), Google+ (41%) and Twitter (38%) being most popular
  • Mobile gamers who play primarily on iOS devices tend to spend more than do their Android counterparts; however, the greatest spending and game downloading comes from mobile gamers who play on both platforms
  • Players ages 35-44 spend most on mobile games whereas players 18-24 years old spend almost half as much
  • Male U.S. mobile gamers spend almost twice as much on games monthly over female mobile gamers

 

To download the full “Mobile Gaming Social Motivations” study, go to: files.unity3d.com/everyplay/Mobile_Gaming_Social_Motivations.zip