解读网络时代移动游戏玩家的消费路径.docx

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1、UnderstandingtheMobileGamingJourneyoftheConnectedConsumerintheUSHereatFacebookIQ,weuseourdataandinsightstohelpmarketersunderstandtheircustomers’pathtopurchase.Inthisstudy,wefindouthowmobilegamersdiscover,evaluateandtrynewgames.Understandingamobilegamer’spathtopu

2、rchaseDiscoveryHowdomobilegamersfindnewgames?54%discovernewgamesontheFacebookfamilyofapps*54%ofpayingmobilegamersdiscovernewgamesonFacebookspecificallyEvaluationHowdotheyassessnewmobilegames?53%saytheydolittleornoresearch-ifagamelooksinteresting,theyjusttryit44

3、%ofpayingmobilegamerssaytheFacebookfamilyofapps*playsaroleastheydecidewhichmobilegametotryComparedtomobilegamersoverall,high-payingplayersare:2xmorelikelytodiscovergamesonInstagramandMessengerPurchaseWhatmotivatesthemtomakein-gamepurchases?38%ofpayingmobilegame

4、rssaytheymakein-gamepurchasestoimprovetheirgame-playperformance40%ofhigh-payingplayerssaytheymakein-gamepurchasestomakethegameexcitingagain