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每日观察:关注用户访问应用次数与消费IAP的关系(1.19)

发布时间:2012-01-19 11:19:04 Tags:,,

1)Localytics最新报告显示,44%用户至少要在开启某款应用10次之后才有可能购买IAP(应用内置付费功能),这种情况表明,发行商和开发商不可急于促使用户尽早购买IAP,而应重视将付费用户转化为忠实的回头客(游戏邦注:该报告分析了3000万次用户IAP交易行为)。

in app purchase(from localtyics)

in app purchase(from localtyics)

该报告数据还指出,多次开启应用的用户成为高消费群体的可能性也相对较高,首次开启应用就购买IAP的用户在同款应用中平均完成2.8笔交易,而其他 IAP消费用户平均完成3.5笔交易。只有16%首次访问应用就购买IAP的用户会至少再回访10次,从总体来看,所有用户的同一回访比例为26%。

total lifetime in app purchases(from localtyics)

total lifetime in app purchases(from localtyics)

从2011年的情况来看,有26%应用程序下载后只使用一次就会被删除。

2)IDC最新报告预测,由于3DS等掌机设备价格下降,Vita在日本需求量上升,手持设备市场2012年总营收将增长20%。

尽管2011年iOS和Android游戏下载量极为惊人,但付费下载量仅占一小部分,并且其中多集中于1-3美元产品。

IDC游戏市场调研经理Lewis Ward指出,掌机设备的少儿付费玩家比例高于手机及平板电脑游戏玩家。

IDC预测全球掌机设备、手机、平板电脑游戏软件营收将从2012年的147亿美元增长至2015年的200亿美元。

3)市场调研公司Deloitte最近报告指出,2011年有2亿部售价为100美元左右的智能手机投入使用,预计到2012年底这一数据至少将达5亿部。

nfc-mobile-payments(from computernewsme.com)

nfc-mobile-payments(from computernewsme.com)

报告还预测智能手机应用数量将在2012年双倍增长,届时将达200万款;NFC移动设备将在2012年底增长至2亿部,超过2011年的9000万部。

4)据路透社报道,Zynga在日前公布了公司于2011年第3季度收购的四家公司分别是GameDoctors、Page44Studios、HipLogic和AstroApe。

其中,Page44Studios曾与独立游戏开发商2D Boy合作开发《粘粘世界》,而HipLogic的主打产品则是移动UI平台。

5)社交游戏公司6waves Lolapps近日宣布收购达拉斯手机游戏开发商Escalation Studios(前者在3个月前已收购北京社交游戏公司Smartron5),准备在2012年使公司业务翻倍增长,这项收购交易将使6waves Lolapps在全球成员规模超过210人。

6waveslolapps(from socialgamesobserver)

6waveslolapps(from socialgamesobserver)

Escalation Studios联合创始人Tom Mustaine和Marc Tardiff将分别成为6waves Lolapps设计总监,另一名联合创始人Shawn Green将担任公司工程主管。

6)英国手机应用公司Neon Play最近表示,公司目前应用下载量将近3000万次,星期六是每周收益最可观的一天。

在每周下载量中,周六占比17%,周日则是17.2%,但由于周六是用户访问高峰期(游戏邦注:用户在当天购买IAP和与广告互动的频率较高),周六利润占比达20.1%,而周日则是18.6%。

neon play stats(from neon play)

neon play stats(from neon play)

周一和周二下载量和盈利性较不乐观,一般是周三和周四开始出现盈利增长。

移动分析公司Distimo在12月份发布的报告也曾指出,周末是手机应用下载高峰期,在前300名热门应用中,有33%下载量来自周末时间。

7)尼尔森最新数据显示,由于发布iPhone 4S,苹果在美国智能手机市场份额从2011年10月份的25.1%上升为44.5%,而Android在同一时期的市场份额却从原来的61.6%下降至46.9%。

smartphone share(from nielsen)

smartphone share(from nielsen)

但如果从所有美国智能手机用户来看,Android仍占据46.3%市场份额,而iOS则占比30%。智能手机普及率仍在迅速增长,目前有60%用户会选择购买智能手机而非功能性手机,智能手机用户在所有美国手机用户中占比46%。

8)八月印象(北京)科技有限公司目前开发完成其首款原创游戏《Oh,Monster!》并进入收尾测试阶段。

Oh,Monster!

Oh,Monster!

《Oh,Monster!》为策略攻防游戏,总有60个关卡,日系Q版风格,分为iphone和android两个版本。玩家在游戏中可操控角色穿越到遥远而神秘的时代,保护时光沙漏,通过带领并升级雇佣兵,搭配强力的技能,以及多样的城防来对抗一波波进攻的邪恶敌人。(本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

1)44% of users only spend on IAPs after they’ve played a game 10 times, reports Localytics

by Keith Andrew

Studies may point to an industry soon dominated by games equipped with in-app purchases (IAP), but that doesn’t mean developers are totally clued up why the model works.

In reply, the latest report by Localytics looks to dispel many of the misconceptions that surround the practice – namely the idea that developers need to coerce users into making their first purchase as soon as possible.

Indeed, the firm’s numbers suggest loyalty comes a long way before brevity.

The value of user retention

According to Localytics’ numbers, of users that have made IAPs, 44 percent didn’t do so until they’d started the app in question 10 times or more.

Furthermore, the report concludes users who part with their cash during play will most likely do so 12 days after first launching the app.

It’s a state of play Localytics believes is causing publishers and developers alike to move away from incentivised downloads and, instead, work on embedding users into their titles by choice, increasing their overall customer lifetime value (CLV).

“While moving users towards a purchase as quickly as possible is often considered the primary objective, this data suggests that turning purchasers into loyal, repeat users should be a top priority,” Localytics adds on its blog.

“With a high correlation between highly engaged users and in-app purchases, developers and publishers with a goal of maximising CLV have even more reason to obsess over user retention.”

Good things come to those who wait

Just as important as all such data, however, is Localytics’ assertion that the users who hold out their purchases until they’ve started an app multiple times are then more likely to become one of the title’s biggest spenders.

“First session purchasers will make an average of 2.8 purchases in a given app during their user lifetime, compared with 3.5 purchases for all other purchasers,” adds the firm, with said users making 25 percent more IAPs over their lifetime.

“While a first-session purchase is an excellent result, our data found that only 16 percent of users who make a purchase their first app session will go on to engage with that app 10 or more times, compared with 26 percent of overall app users.”

Generating such loyalty is, of course, no easy task.

Indeed, Localytics concludes that, throughout the course of 2011, 26 percent of apps downloaded were used only once before being deleted.(source:pocketgamer

2)New IDC study predicts mobile and portable gaming worth $20 billion by 2015

by Matt Sakuraoka-Gilman

Even though mobile analytics firms such as Flurry have been finding the handheld gaming device market has had chunks taken out of it by smartphone and tablet-based gaming, there are still positive times ahead for Sony and Nintendo, according to a new study from International Data Corporation (IDC).

Specifically IDC sees the handheld market’s overall revenue rising by 20 percent in 2012, calling it a ‘rebound year for dedicated handheld.’

Big in Japan

“Especially given the 3DS price drop in mid-2011 and in light of respectable initial demand for Vita in Japan this past December, it appears that 2012 is shaping up to be a rebound year for dedicated handhelds,” says Lewis Ward, IDC’s research manager for gaming.

“It’s absolutely true that a mind-boggling number of games have been downloaded to iOS and Android-powered devices in the past year, but only a fraction of those games were paid for and most of those were of the $1 to $3 variety.

“An interesting piece of this story is what’s happening demographically,” he added.

“The penetration rate of paying gamers is much higher in the child and teen segment for dedicated handhelds than it is for cell phone or media tablet gamers.

“As long as dedicated handheld OEMs and physical format portable game developers/publishers can hold serve in the demographic niches where they currently have a substantial advantage, I expect their revenue opportunities moving forward to remain substantial.”

Years ahead

IDC projects that overall global revenue for dedicated handheld, cell phone, media tablet video game software will rise from $14.7 billion in 2012 to just over $20 billion in 2015.

“Mobile and portable gaming is clearly a positive industry growth area,” Ward said.

“Since weak macroeconomic conditions are likely to prevail in many key advanced industrial nations over the next few years, much of this growth will likely occur in BRIC nations and a handful of other emerging economies, and be more casual/social cell phone gaming oriented.”(source:pocketgamer

3)500m sub $100 smartphones to be sold this year

by Tim Green

Promising to double the number of apps available.

Research from Deloitte says there will be at least 500m smartphones costing $100 in use by the end of 2012, up from 200m last year.

Demand in emerging markets and the ambition of newer OEMs such as ZTE, Micromax and Huawei (as well as incumbents like Nokia and Samsung) are combining to unleash a revolution in the space, with untold consequences for society as a whole.

The report expects the number of apps available on smartphones to double in 2012 to more than 2m as a result of this increased popularity.

Of course, it won’t be easy for developers, as the proliferation of devices will also mean a proliferation in device flavours and therefore more fragmentation.

Deloitte reckons to reach a global market, a developer may have to make 360 variants of an app.

Elsewhere in the report, Deloitte predicts that NFC enabled devices will increase to 200m by the end of 2012, against 90m last year.

Total wireless connections via NFC and also Bluetooth will double in 2012, as operators attempt to take some strain off the networks.(source:mobile-ent

4)Zynga confirms four mobile game studio acquisitions in late 2011

AJ Glasser

We knew that Zynga bought four companies in Q3 2011, but today the company reveals to Reuters the names of four companies it acquired throughout the end of 2011: GameDoctors, Page44 Studios, HipLogic and AstroApe.

German developer GameDoctors appeared on our radar late last week as its older game, Zombie Smash, suddenly reappeared in the App Store rankings. We also heard about the AstroApe acquisition back in August 2011 when the developer’s top employees all updated their LinkedIn profiles with Zynga positions.

Page44 Studios — acquired in September, according to Zynga’s head of mobile, David Ko — is a bit of a surprise as the San Francisco-based developer is only really known as collaborating with indie darling 2D Boy on hit downloadable game, World of Goo. Zynga also acquired San Francisco-based developer HipLogic around the same time; that developer is best known for its mobile UI platform services.(source:insidemobileapps

5)6waves Lolapps Buys Mobile Games Developer Escalation Studios

Robin Wauters

Social gaming company 6waves Lolapps (6L) this morning announced its acquisition of Dallas-based Escalation Studios, a mobile games development firm.

Three months ago, 6L already moved to buy Beijing-based social gaming company Smartron5, but apparently they felt there was still some mobile gaming expertise missing.

Explains Rex Ng, CEO of 6L, which was formed in July 2011 by merging the respective businesses of Lolapps and 6waves:

“We will double our business in 2012 and mobile will play a significant role in our growth on both the publishing and development sides of our business.”

Financial terms of the acquisition were not disclosed, but 6L says the addition of Escalation Studios expands the company’s overall headcount to more than 210 employees worldwide.

Escalation Studios’ co-founders, Tom Mustaine and Marc Tardiff, will become Design Directors, while co-founder Shawn Green will become Director of Engineering for 6L.(source:techcrunch

6)More than a third of Neon Play’s 30 million downloads made at the weekend, reveals CEO Oli Christie

by Keith Andrew

The app business, like any other, relies on being able to predict how and when consumers are likely to act.

Hence, any data that points towards a reliable trend is invaluable.

In the case of UK outfit Neon Play, the studio’s assertion that most downloads take place at the weekend is logical enough, but the picture the firm paints of a Monday to Thursday lull is an important distinction for those looking to make the most out of mobile marketplaces.

Can’t wait for the weekend

According to numbers sourced from the studio’s total of almost 30 million downloads to-date, Neon Play CEO Oli Christie told PG.biz via email that Saturday is the outfit’s most profitable day of the week.

“While the whole weekend is our best time for downloads – 17 percent on Saturday and 17.2 percent on Sunday – Saturdays are our most profitable days,” said Christie, claiming a total of 20.1 percent or profit is sourced on Saturday compared to 18.6 percent on Sunday.

Christie claims much of this rise is due to players interacting with the games through in-app purchases and ad impressions – user sessions peak on Saturday – while Sundays also benefit from hosting the most app installs.

Slow starts

In comparison, much of the rest of the week is about treading water.

“Mondays and Tuesdays are poor and it appears that our users wait until the weekend is at least within sight before they start looking for distractions,” added Christie.

“It may not be totally surprising, but I think it’s interesting to see the revenue increase on a Weds and Thursday and then over-index on Fridays and the weekend – and the fact that Saturdays are better than Sundays.”

Neon Play’s numbers mirror stats published by Distimo in December that suggested 33 percent of all downloads of the top 300 most popular free apps take place at the weekend – a trend the firm suggested highlighted how important pushing titles at the weekend can be to their long term success.(source:pocketgamer

7)iPhone 4S helps Apple catch up with Android among recent smartphone buyers

Devindra Hardawar

iPhone 4S is incredibly popular with consumers — so much so that it’s eating heavily into Android’s market share among those who’ve purchased smartphones within the past three months.

Apple’s market share among recent smartphone buyers in the U.S. rose from 25.1 percent in October to 44.5 percent in December, while Android’s fell from 61.6 percent to 46.9 percent last month, according to the latest numbers from Nielsen.

The numbers don’t exactly come as a surprise. Apple’s iPhone 4S launched on October 15 and sold like hotcakes. Meanwhile, only Google’s Galaxy Nexus Android phone had much of a chance of cutting through the Apple hype, and it didn’t reach the US until the middle of December. This same dance occurs pretty much every time a new iPhone is released.

It’s also worth noting that iPhone sales dipped during the summer quarter this year, as many consumers were anticipating the release of an iPhone 5. The iPhone 4S’ performance over the holiday quarter helped Apple make up for much of those earlier lost sales.

When looking at all U.S. smartphone consumers, Android still has a big lead at 46.3 percent, while iOS is sitting at 30 percent. Nielsen also notes that smartphone penetration is still growing rapidly, with 60 percent of recent mobile phone buyers choosing smartphones over less feature-rich phones. Smartphone owners now account for 46 percent of all mobile phone owners.(source:venturebeat


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