EEDAR-2017解构手机和平板电脑游戏简版（英文版）-2017-28页

Summary of Deconstructing Mobile & Tablet Gaming 2017

Core Content Overview

The Deconstructing Mobile & Tablet Gaming 2017 report by EEDAR provides a comprehensive analysis of the North American mobile gaming market, focusing on adult and teen gamers. It examines market sizing, demographics, investment patterns, behavioral trends, and genre performance to offer insights into player motivations and market dynamics.

Main Sections and Key Points

Market Sizing & Segmentation

• Total Mobile Gamers: Approximately 187.0 million North American (US/Canada) adults and teens aged 13+ who played mobile games in the past 3 months.
• Device Ownership: 80% of device owners play mobile games, with smartphones and tablets being the primary platforms.
• Device Distribution: About half of gamers use both a smartphone and tablet, with a slight preference for dual-device use among teens.
• OS Distribution:
  • 41% use exclusively Android devices.
  • 35% use exclusively iOS devices.
  • "Other" devices are growing due to affordable tablets like 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 bought in 2016 or 2017.
  • 34% of iPad gamers and 21% of Android tablet gamers use devices over 3 years old.
  • About 40% of tablet users over a year old plan to upgrade their devices.

Revenue Analysis

• North American Mobile Gaming Revenue: Estimated at $7.5 billion in 2017, showing consistent growth.
• Revenue by Device:
  • Dual-device users contribute the most revenue, accounting for 73% of the market share.
• Revenue by Spend Segment:
  • Heavy Payers (7% of the market) account for 66% of total revenue.
  • Payers (41%) and Non-Payers (52%) have stable distributions year-over-year.

Demographics

• Gender Distribution:
  • Female majority: 54% of the market.
  • Male and female gamers show similar device usage patterns.
  • Male gamers are more likely to spend on games (55% payers vs. 43% female payers).
• Age Distribution:
  • Average age of all mobile gamers is 33.5.
  • Teens (15% of the market) bring the average age down to 33.5.
  • Adult gamers average 37 years old, while teens average 15.5 years old.
• Play Segments:
  • Light Players: 15% of the market, less than an hour per week.
  • Moderate Players: 53% of the market, 1–5 hours per week.
  • Heavy Players: 32% of the market, over 5 hours per week.
• Spend Segments:
  • Non-Payers: 52% of the market, spending nothing.
  • Payers: 41% of the market, spending $0.01–$99.99.
  • Heavy Payers: 7% of the market, spending over $100.

Mobile Gaming Motivations

• Primary Motivations:
  • Supplementary entertainment while doing other activities (e.g., watching TV).
  • Passing time while waiting.
• Teen Gaming Behavior:
  • More likely to play in multiple scenarios, including in-person with others, during transportation, and in public places.
  • Tend to play more casual and accessible games.

Mobile Genre Analysis

• Genre Classification:
  • Casual Genres: Broadly appealing, accessible, and require minimal investment and skill (e.g., Brain Puzzle, Matching Puzzle).
  • Core Genres: Niche, requiring more investment, focus, and skill (e.g., Strategy, RPG).
• Top Genres by Revenue:
  • Strategy (especially Combat City Builders)
  • Puzzle (especially Matching and Brain Puzzles)
  • Casino (especially Integrated Casino and Skill & Chance)
• Genre Performance:
  • Puzzle and Strategy genres dominate the top grossing charts.
  • Dual-device users tend to engage more with core genres, while casual genres are popular across all segments.

Mobile Gaming Funnel

• Discovery:
  • Most common discovery sources include social media, app stores, and word-of-mouth.
• Engagement:
  • Players engage with games based on accessibility, social interaction, and entertainment value.
• Virality:
  • Teens are more susceptible to viral trends and friend-driven play.
• Monetization:
  • Heavy Payers are the primary revenue drivers, with a strong focus on in-app purchases (IAPs).
• Churn:
  • Factors leading to churn include lack of engagement, poor game quality, and insufficient content updates.

Key Insights and Trends

• The mobile gaming market is maturing, with slower growth in new gamers and a focus on retaining existing ones.
• Dual-device users are the most invested, both in terms of time and money.
• Teens are more likely to be heavy players and engage with a wider range of genres, often influenced by social and viral factors.
• Mobile gaming is increasingly becoming a part of everyday life, with games used as supplementary entertainment in various scenarios.
• Revenue is driven by a small percentage of heavy spenders, highlighting the importance of monetization strategies.
• Genre preferences are influenced by accessibility, player motivation, and platform usage.

Methodology & Data Sources

• Data Sources:
  • Consumer survey: 3,000 active adult mobile gamers and 1,000 active teen mobile gamers surveyed in October 2017.
  • EEDAR's proprietary mobile performance tracking service.
• Methodology:
  • Data is cross-referenced with authoritative sources and verified through direct observation.
  • Custom-built data collection and analysis tools are used for internal studies.
  • All classifications and data are detailed in the appendix for transparency.

Conclusion

This report offers a detailed breakdown of the North American mobile gaming landscape, providing actionable insights for developers, publishers, and marketers. It emphasizes the importance of understanding player behavior, motivations, and device usage to make informed decisions in the competitive mobile gaming industry.