2017年解构手机和平板电脑游戏简版（英文）_28页

Deconstructing Mobile & Tablet Gaming 2017 Summary

Core Content Overview

The EEDAR 2017 Deconstructing Mobile & Tablet Gaming Report provides a detailed analysis of the North American mobile gaming market, focusing on the habits, preferences, and behaviors of adult and teen gamers. The report is divided into five main sections: Market Sizing & Device Segmentations, Market Demographics & Investment, Market Behavior & Motivations, Mobile Gaming Funnel, and Mobile Genre Analysis. It aims to offer actionable insights for industry professionals to make informed decisions in the mobile gaming space.

Main Points

Market Sizing & Device Segmentations

• Total Mobile Gamers in North America (2017): 187.0 million (ages 13+), with 80% of device owners playing mobile games.
• Device Usage:
  • 54% of gamers use both smartphone and tablet.
  • 41% use exclusively Android.
  • 35% use exclusively iOS.
  • “Other” devices are growing due to affordable tablets like the Kindle Fire.
• Device Purchase Recency:
  • 55% of smartphone gamers and 57% of tablet gamers use devices purchased in 2015 or 2016.
  • 74% of iOS smartphone gamers and 79% of Android smartphone gamers use devices from 2016 or 2017.
  • Tablet gamers are more likely to use outdated devices (34% of iPad gamers, 21% of Android tablet gamers use devices over 3 years old).
  • 40% of tablet users over a year old plan to upgrade in the next year.

Market Demographics & Investment

• Market Demographics:
  • Female majority (54%) in the broader mobile gaming market.
  • Average age of adult gamers: ~37 years; teens bring the average down to ~33.5 years.
  • Male gamers are more likely to spend on games (55% are payers vs. 43% of female gamers).
• Spend Segments:
  • Non-Payers: 52% of the market.
  • Payers: 41% of the market, spending $0.01–$99.99.
  • Heavy Payers: 7% of the market, spending over $100.
• Play Segments:
  • Light Players: 15% of the market, playing <1 hour/week.
  • Moderate Players: 53%, playing 1–5 hours/week.
  • Heavy Players: 32%, playing >5 hours/week.
• Revenue Distribution:
  • Heavy Payers contribute 66% of the total mobile gaming revenue.

Market Behavior & Motivations

• Gaming Scenarios:
  • Mobile games are primarily used as supplementary entertainment while doing other activities (e.g., watching TV, waiting).
  • Teens are more likely to play in multiple scenarios, including in-person with others, as a passenger, and in public.
• Play Preferences:
  • Smartphones are used more for gaming in diverse settings outside the home.
  • Tablets are most commonly used for focused gaming at home and dual-screen play.
• Motivations:
  • Players are motivated by variety, social interaction, and the ability to play in different scenarios.
  • Viral trends and peer influence play a significant role in attracting teens to new games.

Mobile Gaming Funnel

• Discovery:
  • Players discover games through various channels, with social media and word-of-mouth being key sources.
• Engagement:
  • Dual-device users are more engaged and invested in the market.
• Virality:
  • Teens are more susceptible to viral trends and are more likely to share games.
• Monetization:
  • Payers are more likely to engage with in-app purchases (IAPs), especially those who play core genres.
• Churn:
  • Factors leading to churn include lack of engagement, poor game quality, and difficulty in finding new content.

Mobile Genre Analysis

• Genre Classification:
  • EEDAR classifies genres as either Casual (broadly accessible) or Core (more skill and investment required).
• Top Performing Genres:
  • Strategy (especially Combat City Builders), Puzzle (especially Matching and Brain Puzzles), and Casino (especially Integrated Casino and Skill & Chance) are the top revenue generators.
• Genre Performance by Segment:
  • Puzzle genres dominate the top 5 most played genres.
  • Casual and core genres differ in their appeal and investment levels.
• Genre Engagement by Platform:
  • Dual-device users show the highest engagement across all genres.
  • Android and iOS users have distinct preferences in terms of genre and play style.

Key Information

• Total Mobile Gaming Revenue (2017): Estimated at $7.5 billion in North America.
• Average Annual Spend per Gamer: $40.10.
• Average Weekly Play Time:
  • Light Players: <1 hour/week.
  • Moderate Players: 1–5 hours/week.
  • Heavy Players: >5 hours/week.
• Market Saturation:
  • Growth in the number of gamers has slowed, but revenue continues to grow.
• Investment Index:
  • Combines time and money spent to classify gamers into investment levels (Low-to-Moderate, Moderate, Heavy).

Research Methodology

• Data is sourced from EEDAR's proprietary Mobile Trends Tracker and a consumer survey of 3,000 adult and 1,000 teen mobile gamers.
• EEDAR uses a combination of public data, internal studies, and cross-referencing to ensure accuracy.
• All data is clearly cited, and internal classification systems are detailed in the report's appendices.

About EEDAR

• Founded in 2006 by industry veterans.
• The largest global video game research firm.
• Offers end-to-end data analysis solutions using a proprietary database of over 165 million data points.
• Provides tools like GamePulse® 3, a web-based market intelligence platform.

Key Benefits of the Report

• Detailed demographic profiles of mobile gamers.
• Insights into device usage, discovery sources, and play motivations.
• Segmented response data for spend, investment, and engagement.
• Genre-level performance analysis and market saturation trends.
• Comprehensive understanding of the mobile gaming funnel and player churn factors.