As gamers age, so does their propensity to buy mobile virtual goods
BOSTON – December 20, 2011 – Today MocoSpace, the largest mobile gaming community in North America, is announcing results of a new study focused on virtual goods consumption and engagement by age. The report found younger gamers (25-35) spend the most time playing social games, but gamers over 45 buy exponentially more virtual goods than their younger counterparts. The study, conducted over a three-month period between August and November, surveyed nearly 500,000 gamers on MocoSpace’s expansive network of 22 million users.
The study indicates that age directly correlates with amount of money spent on virtual goods within social games. The older the gamer, the more virtual goods were purchased. Gamers over 35, who made up 18 percent of gamers surveyed, were responsible for 42 percent of all virtual goods spending. In contrast, 18- to 25-year-olds, who made up 43 percent of those surveyed, were responsible for only 18 percent of virtual goods purchases.
The 25- to 35-year-old is by far the most active social gaming demographic, spending nearly twice as much time gaming as any other group. Those 45 and older spent the least amount of time playing games.
When considering the average amount spent per person on virtual goods, however, a trend emerges showing younger gamers are less likely to spend on virtual goods, while older gamers are much more likely to buy that sword or shield to advance in a game. Older demographics may have more disposable income, or a desire to progress further within games via virtual goods to save valuable time. Younger people have more ‘disposable time’ on their hands.
“We’re seeing parents go from spending money on buying games for their kids, to spending money on virtual goods in games for themselves. The time-versus-money balance seems to come into play here, where young people have more time than money, and the reverse holds true as we all grow up,” said MocoSpace CEO Justin Siegel.
The results also highlight that different monetization methods may work for different age groups. If younger gamers spend the most time, an advertising-driven model may be more profitable than a purely virtual goods-based approach. MocoSpace mobile social games employ both monetization models, as do many popular social games.
Full breakdown of the findings:
To discover more about MocoSpace games, please visit mocospace.com
MocoSpace is the largest mobile gaming community in North America, with twenty-two million registered users. Every day, one million games are played and gamers spend over one million hours on the MocoSpace Game Platform. For a young, multicultural, on-the-go generation, MocoSpace is the mobile community of choice for playing games, making friends, having fun and staying connected. MocoSpace is free and available on any Web-enabled mobile phone in the world. Launched in 2005, MocoSpace is based in Boston, Mass., and is backed by General Catalyst and Softbank Capital. For more information, visit www.jnjmobile.com
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