Virtual Goods Trends Emerging Trends Among Consumers

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30 Μαρ 2012 (πριν από 5 χρόνια και 6 μήνες)

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March 7, 2012 Presented at the Game Developers Conference San Francisco

Virtual Goods Trends

Emerging Trends Among Consumers

March 7, 2012

Presented at the Game Developers Conference

San Francisco

PlaySpan 2012
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All Rights Reserved

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.

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Terminology

Consumers
: A sample of U.S.
citizens (13
-
54 year olds) with
access to internet.

Gamers
:
A
subset of consumers
who own and regularly use various
platforms for gaming.

Buyers
:
Gamers
who
have
purchased a virtual good over the
past year, 2011
.



Non
Gamers
Gamers -
Buyers
Gamers
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Consumers

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Virtual Goods Buying Amongst

U.S. Consumers Has Dramatically Increased

One
-
in
-
four

U
.
S
.

consumers

ages

13

54

purchased

virtual

goods

in

2011
,

which

represents

a

100
%

increase

over

2009
.


+
100
%

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Virtual Goods Market Explodes

2009
-
2011 Amongst Consumers

*2009 included 12 year olds

Virtual Good Buyers
Trend Young

and Male

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Profile Of Buyers Across

All Consumers In 2011

50%

50%

15%

16%

23%

22%

25%

65%

35%

18%

21%

26%

23%

13%

0%
20%
40%
60%
80%
100%
Males
Females
13-17
18-24
25-34
35-44
45-54
All Consumers
Virtual Goods Buyers
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Gamers

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Amongst Consumers, Seven In Ten
Can Be Classified As Gamers

71%

29%

Gamers
Non-gamers
Gamers

come

from

all

segments

of

the

United

States

population
.

71
%

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Profile Of Gamers Across

All Consumers

50%

50%

15%

16%

23%

22%

25%

53%

48%

13%

18%

26%

23%

21%

0%
20%
40%
60%
80%
100%
Males
Females
13-17
18-24
25-34
35-44
45-54
All Consumers
Gamers
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64%

51%

48%

33%

30%

24%

22%

21%

18%

18%

11%

6%

0%
20%
40%
60%
80%
100%
The price
The genre of the game
Friends’ recommendations

User reviews
Whether I can play it with my friends
The game franchise
Game critics reviews
The ease of buying the game
The company making the game
Advertisements for the game
Saw a promotion in a game you already play
The virtual goods available
Factors Effecting
Games

Purchased
Among Gamers

What do you strongly consider when deciding which game to acquire?

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Factors Effecting
Games
Played

Among Gamers

60%

49%

49%

37%

34%

29%

29%

22%

20%

11%

8%

0%
20%
40%
60%
80%
100%
The genre of the game
Friends’ recommendations

How challenging/difficult the game is
The graphic interface of the game
Whether I can play it with friends
The game franchise
User reviews
Game critic reviews
The company making the game
The virtual goods available in the game
Ease of buying extras within the game
Thinking about when you are about to play a game, what influences which specific game
you decide to play?

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One In Three Gamers Have

Purchased

Virtual Goods In 2011

35%

65%

Purchasers of Virtual Goods
Non-purchasers
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Virtual Goods Buying

Amongst
U.S. Gamers

35%

72%

57%

44%

36%

18%

29%

18%

23%

33%

23%

0%
20%
40%
60%
80%
100%
Total Mention
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
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65%

35%

18%

21%

26%

23%

13%

Male
Female
13-17
18-24
25-34
35-44
45-54
0%
20%
40%
60%
80%
100%
Gender

Age

Profile Of Virtual Goods

Purchasers

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Virtual Good Buying Amongst

U.S. Gamers

22%

35%

2010
2011
0%
20%
40%
60%
80%
100%
There

is

a

fifty

percent

increase

in

virtual

goods

buying

over

2010

among

U
.
S
.

gamers
.

+
50
%

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35%

32%

24%

24%

16%

14%

11%

8%

6%

31%

0%
20%
40%
60%
80%
100%
I don’t play games where I need to buy them

They seem unnecessary to the overall enjoyment of a…
I don’t understand the point

I have the money but think online games should be free
Price is too high for what I’m getting

I don’t have the money to spend on them

I have the money but don’t trust Facebook with my credit


I have the money but don’t trust entering my credit card


Not sure how to
I would never spend money on a virtual item
Why don’t you buy in
-
game virtual goods?

While

31
%

say

they

would

never

spend

money

on

a

virtual

item,

that

leaves

a

huge

upside

among

the

69
%

who

will
.

This

groups

exists

equally

across

all

demographics

groups
.



69
%

Reasons For NOT

Buying

Virtual
Goods

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55%

49%

35%

32%

27%

17%

16%

14%

10%

0%
20%
40%
60%
80%
100%
To be able to do more in a game
To get a better experience playing the game
To be able to advance a level or state in a game
To decorate or develop my avatar identity in a
game/express myself
To improve my skills in a game
To beat my friends
Only because I have to pay to continue progressing
/ having fun
To achieve a common goal with my game friends
To show off the things/brands that I like in real life
in a game
Why do you buy in
-
game virtual goods
?

Reasons For Buying

Virtual Goods
(
Among
those who have bought virtual
goods)

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Where
Gamers Purchase

Virtual Goods
(
Among
those who have bought virtual
goods)

48%

42%

40%

16%

13%

0%
20%
40%
60%
80%
100%
A connected console marketplace (i.e. Xbox Live
or PlayStation Store)
Directly within the game application
I buy pre-paid card at retail stores
From an online store (NOT the Game Publisher)
From the Game Publishers Website (outside of
the Game application)
Where do you purchase your virtual currency or virtual goods?

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26%

74%

Yes
No
Purchased Virtual Goods As
a
Gift

Among those who have bought virtual goods

Have you ever bough a digital good or virtual gift for someone else?

Just

26
%

of

respondents

say

that

they’ve

purchased

virtual

goods

for

someone

else,

leaving

74
%

of

the

market

untapped
.


Those

more

likely

to

give

virtual

goods

as

a

gift

are
:


Women

32
%


45
-
54

years

old

42
%

Potential

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Average Money Spent On
Virtual

Goods
In Last 12
Months

(
Among those who
purchased
virtual
goods)

10%

38%

19%

21%

12%

$0
$1-$25
$26-$50
$51-$100
$100+
How much did you spend in total on
digital
or virtual goods in
-
games in the last 12 months
?

* = mean

Gamers have spent an average
of $
64.13*
on virtual goods
over the past year.

$
64

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Total Dollars Spent on

Virtual Goods

2009
2011
$1.8B

$2.3B

Total

dollars

spent

on

virtual

goods

is

up

28
%

since

2009
.

+
28

%

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Per User Dollars
Spent on

Virtual Goods

$91.54

$48.03

$66.00

$77.72

$49.55

$27.70

$37.56

$50.38

$53.86

$102.80

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
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
$110
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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
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Robert M. Crawford, Ph.D.

Vice President, Research

bcrawford@magid.com

Mike Vorhaus

President, Magid Advisors

mvorhaus@magid.com

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http
://
slidesha.re/Aa2ZKa

Eric Gonzalez

VSCpr on behalf of PlaySpan

eric@vscpr.com

Robb Lewis

PlaySpan

robblew@visa.com

@robblewis

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Key Contacts