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Consumer Tracker Sampling Methodology
2
Respondent Requirements
Survey Modules
Survey Conducted February to March 2015
Respondents
Research Coverage
3
Download Portable Games
Connected Consoles
Online Casual
Gaming
DownloadPC Games
(Steam, etc.)
Social Network Gaming
Sub-based MMO
F2P MMO
VirtualWorlds
Smart Phone Apps
iPad andTablet
Gamer
Physical Media
Agenda
• Entertainment Wallet Share
• Device Timeshare
• Brand Mindshare
• Gaming Motivations
• Top Mobile Genres/Titles
• Mobile Gaming/Spending Behavior/Attitudes
• Console Gaming
4
Entertainment Walletshare
5S18a Please indicate how much money you spent for your children 6-12 on each of the following in the past 6 months.
$142.57
$97.57
$59.75
$43.52
$36.18
$34.00
$32.88
$13.38
Six Month Kids WalletshareN=400 Parents of Kid Gamers 6-12
Video games
Toys
Electronic entertainment devices
Movies in theaters
Books
Entertainment brandedmerch excluding toys or books
Movies/TV shows at home
Music
Total Average Spend On Entertainment In The Past Six
Months:
$460(recall period includes holiday season)
32% of parents spend an average of $34 on game-related merchandise.
Device Timeshare
6S5b And of the hours your children 6-12 spend playing videogames during a typical week on devices you own, how many hours are spent playing videogames on each of the game systems you own?
Average Weekly Gaming HoursN=400 Total Gamers 6-12
10.97
Timeshare Across DevicesN=400 Total Gamers 6-12
Top of Mind Play Brands And Games
7G0 When you think about playing in general, what three brands come to mind right away? G1 When you think about games you play online, what three games come to mind?
Play Brands N=400 Total Gamers 6-12(New question in Wave 4)
Games N=400 Total Gamers 6-12
Angry Birds Candy Crush MinecraftFarmvilleCall of Duty Bejeweled Club Penguin Mario
Blue Text= Wave 3 Data
Wave 4 Wave 4
Reasons to Play
8G13 Kids like video games for different reasons. Now please think about why you like video games and rate the importance of each of the following reasons to you.
2%
4%
5%
3%
6%
7%
7%
6%
7%
10%
7%
8%
1%
4%
4%
3%
5%
3%
3%
3%
6%
6%
6%
8%
Somewhat Unimportant
Not Important At All
Fun
Create things
Explore a new world
Improve at something
Play with my friends
Learn new things
Play as familiar characterfrom books and movies
Solve puzzles
Play games with my parents
Feel I’m part of a story
Compete with other players
Share things thatI created or earned with friends
19%
30%
31%
35%
27%
32%
27%
30%
27%
26%
25%
28%
70%
47%
44%
39%
45%
38%
41%
38%
37%
36%
37%
33%
Somewhat Important
Definitely Important
Reasons for Playing Video GamesN=400 Total Gamers 6-12
• Children 6-9 are more interested in creating things and playing with parents as reasons to play video games than their 10-12 counterparts.
• Children 10-12 are more likely to want to compete with other players and play with their friends than younger gamers.
• Boys are more likely to play games to create things, share with friends, and compete.
• Girl gamers are more interested in playing with their parents and to solve puzzles.
Top Mobile Genres
9ST3 What types of games do you play on a smartphone, iPod Touch or tablet? Pick all the ones you play on smartphone, iPod Touch or tablet.
42%40%
29%
22%19% 19% 18% 18% 17% 17%
Matchingpuzzle games
Physics puzzle games
Runner games
World-buildinggames
Farm/city management
games
Fashion/Dress-up/Makeover/Shopping
games
Life/petsimulation
games
Drawinggames
Educational games
Hiddenobject/mystery
games
% Playing Each Genre On Smartphone Or TabletN=338 Mobile Gamers 6-12
Boy gamers 10-12 are much less likely to play Runner games than boy gamers 6-9 and girl gamers 6-12
66%
52%
30% 29% 28%25% 24% 21% 21% 20%22%
17%12%
9% 7%
17%
5%11% 12%
8%
Angry Birds Candy Crush Saga Fruit Ninja Temple Run Angry BirdsStar Wars
Minecraft PocketEdition
Angry Birds Space Temple Run 2 Candy CrushSoda Saga
Cut the Rope
Top 10 Mobile Titles Ever and Currently PlayN=338 Mobile Gamers 6-12
Ever Played
Currently Playing
-20%-19%
-5%
-9%
+4%
-10%
Top 10 Mobile Titles – Play
10
St9a Which of the following mobile games have you ever played? ST9b Which of the following smartphone , iPod Touch, or tablet games are you currently playing? ST9b Which of the following mobile games are you currentlyplaying?
Since last wave, fewer gamers indicate that they are currently playing games from the Angry Birds franchise. Minecraft, however, has grown in engagement.
%/% = Major change in percentage from Wave 3 to Wave 4 Data
+6%
Minecraft Engagement
11G9m1 You mentioned being aware of the game Minecraft. Have you ever played Minecraft? G9m1a How many hours a week do you play Minecraft? G9m2 On which device(s) do you play Minecraft?
34%
9%
8%
49%
I play it now
I used to play it
I've never played it,but I've heard of it
Not aware of it
35%
30%
20%
19%
19%
13%
10%
10%
10%
6%
5%
Xbox 360
Desktop or Laptop PC
Android tablet
iPad
iPhone
PlayStation 3
Xbox One
Desktop or Laptop Mac
Android phone
PlayStation 4
PlayStation Vita
On Which Device(s) Do You Play Minecraft?N=172 Current or Recent Minecraft Gamers 6-12
Minecraft ExperienceN=400 Total Gamers
Minecraft Hours Per WeekN=136 Current Minecraft Gamers
4.9Among all gamers, 15% of the total gaming hours per week (1.66 of 10.97 hrs.)
is spent on Minecraft.
Awareness Sources of Mobile Game Apps
12
ST12 How do you hear about game apps to download onto a smartphone, iPod Touch, or tablet? ST12a What is the one main way you hear about games to download onto a smartphone, iPod Touch, or tablet? ST12a1 How often do you search for new games to play on your smartphone, iPod Touch, or tablet? Please select the answer that is closest to your actual habits.
27%
13%
15%
10%
7%
4%
9%
9%
Friends
Family
Ranked lists in the app store
Featured games in the app store
YouTube
Ads or commercials on TV
Reviews in the app store
App store search feature
Sources Of AwarenessN=338 Mobile Gamers 6-12
Main Source Used
14%
7%
19%
12%19%
9%
21% Several times a day
Once a day
Several times a week
Once a week
Several times a month
Once a month
Less than once a month
Searching FrequencyN=338 Mobile Gamers 6-12
13ST12_0 For the smartphone, iPod Touch, or tablet that you play games on, who picks the games that you play?
Who Select Mobile Games to Download
27%
29%
26%
11%
7%
I always pick out the games
I mostly pick out the games, but my parentspick out a few
My parents and I both pick out the gamesabout the same amount
My parents mostly pick out the games, but Ipick out a few
My parents always pick out the games
Who Picks The Mobile Games You Play?N=338 Mobile Gamers 6-12
30%
29%
19%
22%
Males 6-9
Males 10-12
Females 6-9
Females 10-12
Mobile Spending In Past Six Month
14S7 Now, please indicate whether or not you spent money on your children 6-12 on the following gaming activities in the past 6 months.
% Who Spent For Mobile In-game Purchases By Age And GenderN=91 Mobile In-game Spenders
23% spent for IAP in the past
six months
14%
14%
15%
15%
22%
22%
26%
26%
28%
37%
When I read/watch a good review about the game
When I can't beat other players
When the game's going too slowly
When I have to wait for a period of time before I can play again
When I hear other people are playing the game
When there's a sale
To customize my character
When I cannot pass a level
When I can't play the rest of the game unless I buy it
To get a special item
Mobile Item Purchase Drivers
15ST25 When do you usually ask your parents to spend money for a mobile game (e.g. new characters, skins/clothes, energy, new maps)?
I Ask My Parents To Spend On In-Game Items When…N=210 Mobile Gamers Who Requested Parents To Spend Money 6-12
% Asking for Mobile In-game Items PurchaseN=338 Mobile Gamers 6-12
38%
62%
I never ask my parents tobuy stuff for me for mobilegames
I ask my parents to spend onmobile games
68%
24%
8% 7% 5%
My child does not know mypassword/credit card info, and
has to ask me to make eachpurchase for them
My child uses a prepaidgift/gaming card to spend on
mobile games
My child knows mypassword/credit card info, andcan make individual purchases
without limit
My child knows mypassword/credit card info, buthas to ask me for permission
before each purchase
My child knows mypassword/credit card info, andcan make individual purchases
within a limit I give them
Password Policy For Kids Mobile GamesN=160 Parents of Mobile Game Spenders 6-12
16
ST18p1 For your kids’ mobile games (smartphone, iPod Touch, or tablet), how would you prefer to pay for these items? ST18p0 How are purchases made in your household for your child’s mobile games? G19Allowance Do you give your child a set weekly or monthly allowance specifically for video games? If so, please specify the total allowance you give them per month.
Parent Control of Mobile Game Spending
20%
80%
Gift card/spendingaccount
Authorize eachpurchase separately
Pay Preference For Kids Mobile GamesN=160 Parents of Mobile Game Spenders 6-12
17G19 Do you give your child a set weekly or monthly allowance specifically for video games? If so, please specify the total allowance you give them per month.
Gaming Allowance
14%
15%
71%
Yes, I give them an allowance specifically for video games, itamounts to this much per month
No, I give them a general-purpose allowance, it amounts tothis much per month
No, I don't give them any allowance
Average gaming allowance: $37.75
Average general allowance: $24.66
Average Monthly AllowanceN=400 Parents of All Gamers 6-12
(15% M /14% F)
(19% M /11% F)
$20.46
$52.50
$17.56
$46.74
$32.57
$22.64
$16.50
$25.92
Males 6-9 Males 10-12 Females 6-9 Females 10-12
Average Monthly Allowance By Age And GenderN= 50 Gaming Allowance Receivers, 60 General Allowance Receivers
Gaming Allowance General Allowance
Top 10 Console Games
18R9a1 Which of the following console games have you played in the last 6 months?
29%
17%16%
15%
13% 13% 12%
11% 10% 10%
Minecraft Call of Duty:Advanced Warfare
Call of Duty:Ghosts
Grand Theft AutoV
Mario Kart 8 Disney Infinity LEGO Star Wars Just Dance 2015 LEGO Batman 2:DC Super Heroes
LEGO Batman 3
Top 10 Home Console TitlesN=331 Console Gamers 6-12
+10%
-5%
%/% = Major change in percentage from Wave 3 to Wave 4 Data
Minecraft has not only gained mobile gamers, but grew in home console gamers as well, as indicated by the 10% increase in gamers.
Top Console Games by Demo
19R9a1 Which of the following console games have you played in the last 6 months? *-Caution: Low Base Size
29% 26% 30%36%
28% 29%34%
26%
44% 48%
32%46%
46%44%
28%
10%
29%
6%
21%21%
16%
11% 6% 2%
19%
36%
22%
17%
9% 3%
23%18% 19% 18%
26% 26%15%
51%
26% 27%
Minecraft Call of Duty:Advanced Warfare
Call of Duty:Ghosts
Grand Theft AutoV
Mario Kart 8* Disney Infinity* LEGO Star Wars* Just Dance 2015* LEGO Batman 2:DC Super Heroes*
LEGO Batman 3*
Top Home Console Games By Age-GenderN=Among Console Gamers Playing Each Game in Past 6 Months (Varying Base)
Males 6-9 Males 10-12 Females 6-9 Females 10-12
Questions?
20
Yuanzhe (Michael) Cai蔡元喆
SVP of Research, Games and TechnologyP: 310.981.4754F: 310.981.4771
www.interpretllc.comTwitter: @mycai | @InterpretLLC