2017解构手机和平板电脑游戏简版（英文版）_26页_558kb

报告摘要

Deconstructing Mobile & Tablet Gaming 2017 Summary

Core Content Overview

The EEDAR 2017 Deconstructing Mobile & Tablet Gaming Report provides an in-depth analysis of the mobile gaming market in North America, focusing on adult and teen gamers. It examines market sizing, demographics, spending behavior, play time, and investment levels, alongside a detailed genre analysis. The report also explores player motivations, gaming scenarios, and how users engage with and discover mobile games.

Main Sections and Key Insights

1. Market Sizing & Segmentation

Total Mobile Gamers in North America (2017): 187.0 million (ages 13+), with 80% of device owners (smartphones and tablets) playing mobile games.
Device Ownership:
- 44.9% use only Android tablets.
- 28.4% use only Android phones.
- 51% use both smartphone and tablet.
Operating System (OS) Distribution:
- Android: 41% of mobile gamers.
- iOS: 35% of mobile gamers.
- "Other" devices: Increasing due to affordable tablets like Kindle Fire.

2. Market Demographics

Gender Distribution:
- Female majority: 54% of the market.
- Male: 46% of the market.
Age Distribution:
- Average age of mobile gamers: 33.5 years.
- Teens (13–17 years) make up 15% of the market and bring the average age down to 33.5.
Adults (85% of the market):
- Average age: 32.2 years.
- Slightly more likely to be male (45%).
Teen Gamers:
- Tend to play more mobile games and engage in a wider range of genres.
- More likely to be heavy players (44% of teens play over 5 hours weekly).
- Limited budgets lead to more free or low-cost play and less spending on IAPs.

3. Mobile Gaming Spend

Spend Segments:
- Non-Payers (52%): Spend $0 on mobile games in the past year.
- Payers (41%): Spend between $0.01 and $99.99.
- Heavy Payers (7%): Spend over $100 annually.
Spend by Device:
- Dual-device users (smartphone + tablet) contribute the most to revenue.
- Heavy Payers make up 66% of total mobile gaming revenue.

4. Mobile Gaming Time

Play Segments:
- Light Players (15%): Play less than 1 hour weekly.
- Moderate Players (53%): Play 1–5 hours weekly.
- Heavy Players (32%): Play over 5 hours weekly.
Shift in Play Time:
- Heavy Players increased by 16% year-over-year.
- Light Players decreased from 25% in 2016 to 15% in 2017.

5. Mobile Gaming Investment

Investment Index:
- Combines time and money spent to determine investment level.
- Low-to-Moderate Investment: Dominated by adult gamers, especially in terms of play over pay.
- Heavy Payers: Represent 7% of the market but account for 66% of revenue.

6. Market Behaviors & Motivations

Gaming Scenarios:
- Mobile games are used as supplementary entertainment while doing other activities (e.g., watching TV).
- Teens are more likely to play in multiple scenarios, including in-person, during travel, and in public places.
Motivations for Playing:
- Includes competition, social interaction, fun, and time-passing.
- Teens are more receptive to viral experiences and trends.
- Adults tend to favor more core genres that require skill and focus.

7. Mobile Genre Analysis

EEDAR's Mobile Genre System:
- Casual Games: Broadly appealing, accessible, and require minimal investment.
- Core Games: More niche, requiring higher investment, focus, and skill.
Top Performing Genres:
- Puzzle: Especially Brain and Matching Puzzles.
- Casino: Includes Integrated Casino and Skill & Chance.
- Strategy: Particularly Combat City Builders.
Genre Performance:
- Puzzle and Casino genres dominate in terms of popularity and revenue.
- Dual-device users show greater engagement and spend across all genres.

Key Takeaways

Market Saturation: The mobile gaming market is maturing, with slower growth in new gamers but continued revenue growth.
Dual-Device Users: Represent a growing portion of the market and are the most invested in terms of both time and money.
Teen Behavior: Teens are more likely to engage in heavy play and diverse genre preferences, often due to budget constraints and social influences.
Revenue Drivers: Puzzle, Casino, and Strategy genres are the strongest performers, with Puzzle leading in popularity.
Motivations: Players are motivated by fun, competition, and social interaction, with a clear distinction between casual and core gaming preferences.

Research Methodology

Data Sources:
- Mobile Survey: Conducted by EEDAR in October 2017, surveying 3,000 active adult and 1,000 active teen mobile gamers in the US and Canada.
- Market Performance Data: From EEDAR's proprietary mobile performance tracking service.
Analysis Focus:
- Game discovery, engagement, virality, monetization, and churn.
- Genre-level performance and market share across different demographics and devices.