Statistical analysis of mobile game players’ payment behavior in 2014

Recently, a mobile game trading platform released a 2014 mobile game player payment behavior analysis report. The report uses the platform's mobile game recharge transaction data in the first half of the year (January-October) as a reference, and through analyzing the behavioral habits and preferences of game users, summarizes the 10 most popular games for mobile game players and the players' daily payment habits.

Top 10 paid games for players: Tencent games are the most user-friendly, and heavy mobile games are the most profitable

According to the platform's mobile game transaction data for the first half of 2014 (January to October), among the top 10 games that players like to pay for, 5 are from Tencent, accounting for 50%. From January to October 2014, the payment share of Thunder Fighter, Everyday Cool Run, and Everyday Fighting exceeded that of Dota Legend, ranking in the top three.

Data shows that from January to October, among the 10 games where players paid more than 5,000 yuan per time, heavy mobile games dominated. Among them, the single payment amount for Heroes of War, Blade of God, and Iron Blood War God was more than 6,000 yuan, and the total number of people willing to pay for these three games was more than 4 times that of light mobile games.

Analysis of players’ payment methods: 61% of mobile game players use Alipay to pay

In March, the platform conducted a seven-day poll on mobile game payment channels. A total of 1,510 players participated in the survey, of which 61% of mobile game players still used Alipay to recharge; players who used UnionPay and mobile phone bills and other operator channels to recharge accounted for 11% and 16% respectively; players who used Tencent Tenpay, WeChat Pay, and game point cards to pay accounted for about 2%; and players who used other third-party payment channels to recharge mobile games accounted for 6%. Alipay is still the largest payment channel in the mobile game payment field, and the preferential support of operators in the mobile game field has also allowed it to maintain its second place.

According to data provided by talkingdata, among the current payment methods for mobile games, third-party payment methods such as Alipay and Tenpay account for 69% of the transactions, of which Alipay accounts for 59% and Tenpay accounts for 10%. In terms of transaction methods for mobile games, payment tools account for nearly 70%, and online banking payment represented by UnionPay accounts for 20%. In terms of transaction amount, third-party payment methods such as Alipay and Tenpay account for 62% of the transaction amount, of which Alipay accounts for 49%, Tenpay accounts for 13%, and online banking payment represented by UnionPay accounts for 25%.

Analysis of players’ payment time: players’ payment peak habits tend to be stable, with payment peaks occurring after lunch and before going to bed at night.

An analysis of the player recharge time of the platform from January to October 2014 shows that the peak of player payment occurs at 23:00 in the evening, 12:00 in the afternoon, and 21:00 to 22:00 in the evening. Even if the statistics are separated into weekdays and weekends, the trend still holds, that is, the peak of payment occurs after lunch and before going to bed at night; within a week, the daily proportion of payment times and amounts is relatively small, and the daily payment ratio is also similar. On Monday, when the payment rate is low, the number of payments and the amount are 11.9% and 12.5% ​​respectively, which is not significantly different from Saturday, when the payment rate is the highest, 16.6% and 17.0%. There is no particularly significant increase in weekend payments compared to weekday payments. The data also counts the number of user payments and the amount of payments in a single month in the first half of 2014, and finds that the peak payment period is still stable, that is, the peak payment occurs after lunch and before going to bed at night.

Player preference analysis: Apple phone users are more willing to pay for games

According to the "Mobile Internet Development Trend Report" for the second quarter of 2014 released by Baidu, the number of Android phone users in China is currently 6 times that of Apple, but the number of Apple users willing to spend money on playing games is 3 times that of Android users.

The report points out that the willingness of users on both platforms to pay for music, video, and reading apps is basically the same, and there is a big contrast only in game apps. Among them, iPhone users are three times more willing to pay for games than Android users. This trend is mainly due to the general practice of "light on Android and heavy on iOS" by early game developers. This also shows that the low willingness of Android users to pay for games may be suppressed to a large extent. If game developers can pay more attention to the development of games on the Android platform, they will be able to capture a larger market.

Analysis of paying players’ attributes: Uncle spends money

Mobile game company Everyplay recently released a survey on mobile game market consumers. The survey results show that middle-aged male users are the largest consumers of mobile games, and this group of people has the highest investment in mobile games.

In terms of age, mobile game players aged 35-44 spend an average of $6.07 per month, which is higher than the average monthly spending of $3.73 for players aged 18-24. In terms of gender, male mobile game players spend an average of $5.63 per month, which is higher than the average spending of $3.49 for female players.

Original text: http://www.sykong.com/2014/10/35351