casual connect tel aviv presentation on kids gaming 2015 interpret
TRANSCRIPT
Understanding Tomorrow’s Gamers, Today!
Michael CaiSVP of Research
Interpret LLC
3
Consumer Tracker Sampling Methodology
Respondent Requirements
Survey Modules
Survey Conducted February to March 2015
Respondents
4
Research Coverage
Download Portable Games
Connected Consoles
Online Casual Gaming
Download PC Games
(Steam, etc.)Social
Network Gaming
Sub-based MMO
F2P MMO
Virtual Worlds
Smart Phone Apps
iPad and Tablet
Gamer
Physical Media
5
Agenda
• Entertainment Wallet Share
• Device Timeshare
• Brand Mindshare
• Gaming Motivations
• Top Mobile Genres/Titles
• Mobile Gaming/Spending Behavior/Attitudes
• Console Gaming
6S18a Please indicate how much money you spent for your children 6-12 on each of the following in the past 6 months.
Entertainment Walletshare
$142.57
$97.57
$59.75
$43.52
$36.18
$34.00
$32.88
$13.38
Six Month Kids Walletshare N=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.
7
Device Timeshare
S5b 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
• Tablet “Favorite” gaming device in the US, UK, Germany, and Australia (in France, it’s No. 2 behind 3DS).
• In Asian countries, smartphones and computers trump tablets.
8
Top of Mind Play Brands And Games
G0 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 Minecraft Farmville Call of Duty Bejeweled Club Penguin Mario
Blue Text= Wave 3 Data
Wave 4 Wave 4
9
Top of Mind Games
G1 When you think about games you play online, what three games come to mind?
Most-Named Games (Unaided)N=400 Total Gamers 6-12
Blue Text= Wave 3 Data
Wave 4 Wave 4
Wave 4 Wave 3
Minecraft World of TanksWorld of Tanks Minecraft
Angry Birds Angry BirdsWoW WoWFarm FarmSims SimsDotA CounterStrikeGTA GTA
Wave 4 Wave 3
Puzzle & Dragons Puzzle & DragonsTsumtsum Dragon Quest
Mario MarioDragon Quest Monster Hunter
Monster Hunter LINECandy Crush Pokemon
LINE Final FantasyYo-Kai Watch Animal Crossing
Wave 4 Wave 3
Minecraft Angry BirdsFIFA MinecraftGTA SimsLoL WoW
Angry Birds Candy CrushCandy Crush FIFA
WoW Call of DutyCall of Duty FarmVille
Wave 4 Wave 3
Anipang AnipangStarcraft StarcraftLineage Lineage
Cookie Run MapleStoryFIFA Angry Birds
Minecraft Cookie RunClash of Clans WoWCandy Crush FIFA
Wave 4 Wave 3
Angry Birds Angry BirdsPlants v Zombies Plants v Zombies.
WoW WoWLoL LoL
CounterStrike Happy FarmCool Running CrossFire
Landlords Defense RadishCrossFire Landlords
New to #1 spot
New to top 8
Fell off top 8
10
Reasons to Play
G13 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 UnimportantNot 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.
Exploration and creating things ranked lower in Asia
11
Top Mobile Genres
ST3 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.
Matching puzzle games
Physics puzzle games
Runner games
World-building
games
Farm/city management
games
Fashion/Dress-up/
Makeover/Shopping
games
Life/pet simulation
games
Drawing games
Educational games
Hidden object/mystery
games
42% 40%
29%
22%19% 19% 18% 18% 17% 17%
% Playing Each Genre On Smartphone Or Tablet N=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
All Western markets rank these two as top two;
Asian countries are different.
12
Angry Birds Candy Crush Saga Fruit Ninja Temple Run Angry Birds Star Wars
Minecraft Pocket Edition
Angry Birds Space
Temple Run 2 Candy Crush Soda Saga
Cut the Rope
66%
52%
30% 29% 28% 25% 24% 21% 21% 20%22%17%
12% 9% 7%
17%
5%11% 12% 8%
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
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 currently playing?
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%
13
Minecraft Engagement
G9m1 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
Xbox 360
Desktop or Laptop PC
Android tablet
iPad
iPhone
PlayStation 3
Xbox One
Desktop or Laptop Mac
Android phone
PlayStation 4
PlayStation Vita
35%
30%
20%
19%
19%
13%
10%
10%
10%
6%
5%
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.
14
Awareness Sources of Mobile Game Apps
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.
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
27%
13%
15%
10%
7%
4%
9%
9%
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
15ST12_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 parents pick out a few
My parents and I both pick out the games about the same amount
My parents mostly pick out the games, but I pick out a few
My parents always pick out the games
Who Picks The Mobile Games You Play?N=338 Mobile Gamers 6-12
16
30%
29%
19%
22%
Males 6-9
Males 10-12
Females 6-9
Females 10-12
Mobile Spending In Past Six Month
S7 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
17
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
14%
14%
15%
15%
22%
22%
26%
26%
28%
37%
Mobile Item Purchase Drivers
ST25 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 to buy stuff for me for mobile games
I ask my parents to spend on mobile games
18
68%
24%
8% 7% 5%
Password Policy For Kids Mobile GamesN=160 Parents of Mobile Game Spenders 6-12
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/spending account
Authorize each purchase sepa-rately
Pay Preference For Kids Mobile GamesN=160 Parents of Mobile Game Spenders 6-12
19G19 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, it amounts to this much per month
No, I give them a general-purpose allowance, it amounts to this 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)
Males 6-9 Males 10-12 Females 6-9 Females 10-12
$20.46
$52.50
$17.56
$46.74
$32.57
$22.64 $16.50
$25.92
Average Monthly Allowance By Age And Gender N= 50 Gaming Allowance Receivers, 60 General Allowance
Receivers
Gaming Allowance General Allowance
China leads in percentage of kids receiving allowances, with average amount similar to that in the US.
20
Top 10 Console Games
R9a1 Which of the following console games have you played in the last 6 months?
Minecra
ft
Call
of Duty:
Advance
d Warf
are
Call
of Duty:
Ghosts
Gran
d Theft Auto V
Mario
Kart 8
Disn
ey Infinity
LEGO St
ar W
ars
Just
Dance
2015
LEGO Batm
an 2: D
C Super Heroes
LEGO Batm
an 3
29%
17% 16% 15%13% 13% 12%
11% 10% 10%
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.
21
Top Console Games by Demo
R9a1 Which of the following console games have you played in the last 6 months? *-Caution: Low Base Size
Minecra
ft
Call
of Duty:
Advance
d Warf
are
Call
of Duty:
Ghosts
Gran
d Theft Auto V
Mario
Kart 8*
Disn
ey Infinity
*
LEGO St
ar W
ars*
Just
Dance
2015*
LEGO Batm
an 2: D
C Super Heroes*
LEGO Batm
an 3*
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%
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
22
Questions?
Yuanzhe (Michael) Cai蔡元喆SVP of Research, Games and Technology
P: 310.981.4754F: 310.981.4771
www.interpretllc.comTwitter: @mycai | @InterpretLLC