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每日观察:关注Newzoo美国玩家及KPCB互联网趋势报告(5.31)

1)游戏市场调研公司Newzoo日前报告显示,在1.53亿的美国游戏玩家中,有22%用户均使用基于主机的电视、手机、电脑(包括台式和笔记本电脑)以及平板电脑这四种设备玩游戏。

four-screen(from newzoo)

four-screen(from newzoo)

有31%美国玩家付费玩游戏,预计美国游戏市场年产值将达219亿美元。

在这些美国玩家中,有91%玩家在电脑屏幕上玩游戏,电脑是普及率最高的游戏设备。排名第二的是电视机设备,其用户比例为67%;第三是移动设备,用户占比59%。尽管手机游戏玩家规模庞大,但所有玩家的游戏消费额中,手机用户的投入仅占比8%。

而平板电脑/便携式设备的游戏玩家虽然仅占比31%,但他们所创造收益却比手机游戏玩家多50%左右。

2)据Venturebeat报道,Kleiner Perkins Caufield & Byers(简称KPCB)合伙人Mary Meeker日前在D10大会指出,苹果App Store每日应用下载量为4600万次。

2011年10月份KPCB曾宣布苹果App Store下载量突破180亿次,而后在2012年3月苹果则宣布其下载量达250亿次。

Mary Meeker还分享了KCPB观察iPad、iPhone、iPod发售头8个月的全球出货量对比图,指出iPad出货量发展速度最为惊人,约是iPhone的3倍左右(见下图)。

iPad shipments growth(from KPCB)

iPad shipments growth(from KPCB)

3)Mary Meeker在其年度互联网趋势报告中指出,尽管平板电脑、智能手机用户发展速度惊人,但比起台式及笔记本电脑用户,其盈利性却不很不乐观。

global mobile traffic(from KPCB)

global mobile traffic(from KPCB)

目前来自移动设备的网络流量已占比10%(2009年的这一比例为1%),这种情况表明越来越多用户热衷于使用手机上网。这种趋势在印度市场表现最为明显,当地移动网络流量增长率甚至开始赶超电脑网络流量。

india internet traffic(from KPCB)

india internet traffic(from KPCB)

但令人担忧的是,comScore报告预测平均每名电脑用户的eCPM为3.5美元,而手机用户的eCPM仅为0.75美元。

eCPM(from KPCB)

eCPM(from KPCB)

不过全球移动领域的盈利性一直在逐年增长,在2008至2011年期间,手机应用+移动广告收益复合年增长率为153%,在2011年其产值已达120亿美元;其中手机应用占比71%,移动广告占比29%。

mobile monetization(from KPCB)

mobile monetization(from KPCB)

4)英国网站GoodMobilePhones.co.uk最近调查显示,63%英国用户下载智能手机应用程序之后,仅使用一次就将其删除。

约四分之三用户仅开启一次应用程序之后就将其遗忘;在这些一次性应用中,游戏占比61%。

delete-ios-app(from trickyways.com)

delete-ios-app(from trickyways.com)

与此同时,56%用户曾在自己手机上用过的应用数量不足10%,但平均每名智能手机用户每周在应用上的投入时间为3小时。

73%英国用户最常使用Facebook和Twitter等社交网络应用,使用新闻应用者占比69%,仅有7%用户经常重新访问新颖的应用。

有48%用户因他人推荐而下载新应用,32%是因为应用发行商展开的营销推广而下载应用(这说明口头传播和营销成本是促使用户下载应用的重要因素)。

5)美国手机应用开发商Binary Hammer(游戏邦注:代表作包括《ChuChu Rocket》和《Boondock Saints》)总裁Bob Koon日前表示,他正在试验一个新的盈利模式。

该公司在《30/30》这款免费时间管理应用(将于6月7日登陆iPhone和iPad平台)中植入了“pay what you what”模式,推出了价值0.99美元、1.99美元和2.99美元这三种非易耗型IAP内容,用户如果觉得这款应用对自己有帮助,就可以自己选择要为开发商提供哪种价位的支持。

ios-binary-hammer(from pocketgamer)

ios-binary-hammer(from pocketgamer)

Koon称自己花了一些时间为这种盈利模式找到恰当的描述方式,避免涉及“捐赠”这种字眼,因为在iTunes政策中只有非盈利性机构才能使用这一模式。

6)据All Things Digital报道,苹果首席执行官Tim Cook在最近采访中表示,苹果无意介入所谓的“传统游戏”领域。

据其所称,游戏发展已经超越了大屏幕的主机时代,但他对进入主机游戏市场并不感兴趣。

7)据games.com报道,Halfbrick Studios执行制作人Luke Muscat和营销官Phil Larson在最近的GameSpot Australia视频采访中讲述了《水果忍者》这款手机游戏幕后的故事。

Halfbrick(from games.com)

Halfbrick(from games.com)

据其所称,团队仅花了三天就完成了游戏中的切水果基本概念,剩下的开发工作基本上是润色。这款游戏目前还被Neuroscience Australia拿到医院给病人玩,用以研究中风的治疗方法。

8)应用内置广告公司inneractive最近发布的信息图表指出,街机&动作游戏在美国手机平台最受欢迎,此类应用产生的广告请求占比19.75%;其后分别是印度(广告请求占比10.51%)和英国(广告请求占比6.01%)。

从新闻&资讯应用类型来看,排在首位的仍是美国手机平台,第二是俄罗斯,第三是德国。

从脑力&益智应用类型来看,英国手机平台位列第一,其次是美国,第三是土耳其。

在工具类应用方面,美国仍然居首,墨西哥第二,印度第三。

在娱乐类应用领域,印度居首,俄罗斯第二,英国第三。

May Infographic(from inneractive)

May Infographic(from inneractive)

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)22% of US gamers play across PC, console, tablet and portable, and mobile

by James Nouch

Gaming market research firm Newzoo has described an alternative way to segment the games market.

This new model is based on the games and four possible screens – personal, entertainment, floating, and computer.

Newzoo argues that this approach is unmatched for showing single- and cross-screen growth opportunities.

Generally speaking, the entertainment screen is a consumer’s television (console-based), the personal screen is their mobile, and the computer screen is obviously their desktop or laptop PC.

The ‘floating’ screen could be a handheld console or tablet.

Newzoo’s research, based on its survey data, shows that 22 percent of America’s estimated 153 million gamers already use all four screens to play games.

That figure rises to 31 percent when you look specifically at gamers who pay to play games.

Newzoo reckons the US games market is worth $21.9 billion annually.

Break it down

With 91 percent of gamers playing on a computer screen, it’s currently far and away the most popular screen for gaming.

But the personal screen (mobile) is jostling for second position with the entertainment screen (TV), 67 percent of gamers play on their entertainment screen, while 59 percent play on their personal screen.

But despite attracting so many gamers, the personal screen accounts for only 8 percent of the money these 153 million Americans spend on their pastime.

It’s a disparity which points to growth, Newzoo says, and its notable that although only 31 percent of gamers play on floating screens (tablets/portables), they generated 50 percent more money than personal screens (mobiles).

The lowdown

But, why segment the gaming market this way?

Newzoo CEO Peter Warman explained, “Our clients need to look ahead and our new approach is aimed at inspiring our clients and sizing concrete opportunities in a way that still makes sense in five years.

“Naturally we will, in parallel, keep segmenting the market in the traditional way,” he concluded.(source:pocketgamer

2)46M apps are downloaded from Apple’s App Store every day

Meghan Kelly

Every day, 46 million mobile applications are downloaded from Apple’s App Store, according to Kleiner Perkins Caufield and Byers partner Mary Meeker.

Meeker spoke today about the ways Silicon Valley is changing almost everything we use in a staggering way the All Things Digital’s D 10 conference in Rancho Palos Verdes, Calif. Indeed, many of her slides included a picture of the way things used to be and the way Silicon Valley has changed it. For instance, one of Meeker’s slides showed a notepad for remembering things and making to do lists. On the other side of the slide was a picture of the Evernote application.

KPCB arrived at this conclusion after looking the App Store’s milestones. In October 2011, the company announced it had hit 18 billion downloads. Later, in March 2012, Apple announced 25 billion downloads.

Many of app developers say that it’s difficult to be found in the sea of billions of apps that live in the App Store. Crawling up to a “top 25″ spot on one of Apple’s app lists, is also difficult, and based on download numbers. Indeed, it seems this 46 million downloads a day is spread thinly amongst iOS apps, who celebrate hitting thousands of downloads, let alone millions.

But it also shows the major interest in smartphone applications. Smartphones are undoubtedly changing the way we communicate, the way we are entertained, the way we organize, the way we listen to music. Indeed, mobile usage itself is growing rapidly with 10 percent of Internet traffic coming from mobile. Monetizing apps is growing as well, but the revenue gained on the desktop still surpasses that of mobile.(source:venturebeat

Just look at how fast the iPAD installed base is growing

Nicholas Lovell

Tweet  Mary Meeker has released her annual review of Internet trends. I am still digesting it, but this chart leaped out at me. It shows how fast iPad penetration is ramping up compared to the speed of penetration for iPods and iPhones.

I am no Apple fanboy, but boy are they executing well on this one.(source:gamesbrief

3)Meeker data: Mobile web growing fast, but monetization is piss poor

Sean Ludwig

Of all the eye-opening stats that analyst and VC Mary Meeker dropped today with her annual Internet Trends report, one of the scariest for marketers and publishers was just how poorly mobile usage is being monetized.

In a world that is rapidly adopting smartphones, tablets, and everything in between, there is a serious disconnect between making money from users of those devices versus users of desktops and laptops. Frankly, it’s a little scary for those who make a living from the web.

First, the good news: People are rapidly adopting mobile devices and mobile Internet traffic is growing quickly. The total amount of Internet traffic coming from mobile now sits at about 10 percent versus 1 percent in late 2009. That means mobile devices are immensely popular and people are responding well to using phones to access web-based content.

And in India specifically, take a glance at just how quickly mobile adoption is overcoming desktop-based web growth.

But — and it’s a big but — the monetization on mobile web and mobile apps is absolutely terrible versus the desktop-focused web. It’s so much of a problem that it almost certainly will affect Facebook’s long-term growth prospects, which is one factor that weighed down its IPO. Also, take note that current comScore projections say the effective CPM per desktop user is $3.50 per person, but eCPM per mobile user is just $.75 per person.

Now, to be fair, mobile monetization has grown over time. Apps have especially have seen their compound annual growth rate (CAGR) rise.

While it’s encouraging to see the value of both mobile apps and the mobile web rise, it’s going to be a tough ride while marketers, publishers, and web-focused companies figure out how to keep those CPM rates going up.

At the All Things D conference today, where Meeker first presented these slides, she did note that some companies, especially Twitter, have done a good job at stepping up their game to monetize mobile.

“It’s early,” Meeker said. “The screen is small and the ad units haven’t been rolled out effectively yet. We’re still early in figuring out local and social, and I think we’re going to get there.”(source:venturebeat

4)63 per cent of Brits delete apps after just one use

by Zen Terrelonge

But Facebook and Twitter are part of the in crowd, ranking as the most used.

The survey from comparison site GoodMobilePhones.co.uk shows app developers will need to work harder in order to secure consumer loyalty, as 63 per cent of Brits delete smartphone apps after one use.

Almost three-quarters have used apps just once, with gaming apps accounting for 61 per cent of apps that become neglected.

Meanwhile, 56 per cent use less than ten per cent of the apps on their device, while the average smartphone owner spends three hours per week using apps.

73 per cent use social networking apps Facebook and Twitter the most, with news apps securing 69 per cent popularity, though just seven per cent regularly revisit novelty apps.

Word of mouth and cost were contributing factors for downloading a new app, influencing 48 per cent and 32 per cent respectively.

Mark Owen, MD, GoodMobilePhones.co.uk, said: “It was very surprising to see that Brits, on average, use less than 10% of the apps on their phone, particularly considering several of them have probably been purchased.”

“It was also quite surprising to find out that the majority of smartphone users delete apps that they have only used once, but I guess people just don’t want their phones clogged up with apps they don’t use. It just goes to show that app creators have got to make sure they produce something that the users really want, otherwise their apps may just be deleted.”(source:mobile-ent

5)Binary Hammer’s Bob Koon on relying on the generosity of time-pressed strangers

by Jon Jordan

US mobile developer Binary Hammer is best known for its work on the likes of ChuChu Rocket and Boondock Saints.

However, its next release is different.

Not only is 30/30 a free time management app, but according to president Bob Koon, he’s experimenting with a new monetisation method too.

Quality time

30/30 works fairly simply in that you set up a series of timed slots so you can focus on, say completing a task in 30 minutes and then schedule 15 minutes of Facebook time.

You can set up multiple tasks in slots ranging from 1 to 60 minutes, and the in-app purchase system is similarly presented.

“The model is ‘pay what you want’. I ask the customer that if they find 30/30 useful, that they consider supporting it,” explains Koon.

“I also bypass the whole notion of unlocking content (there is nothing to unlock) and also waiting for receipts to verify with Apple as an anti-piracy measure. It’s pointless to fake a purchase such as this.”

Show your gratitude

There are three non-consumable IAP products.

$0.99 – Bundle of Thanks

$1.99 – Heap of Thanks

$2.99 – Boatload of Thanks

Koon says he spent some time coming up with the right descriptions, avoiding references to donations, which are limited to non-profit organisations under iTunes’ terms.

30/30 is due to be released for iPhone and iPad on 7 June.(source:pocketgamer

6)Apple not interested in ‘traditional gaming’ says CEO Tim Cook

by Mike Rose

Apple is not interested in getting involved with what is perceived as “traditional gaming,” CEO Tim Cook said this week.

Speaking at the D10 conference, and as reported by All Things Digital, Cook explained that games have evolved past big-screen console gaming, and Apple is not interested in exploring that particular area of the market.

“I view that we are in gaming now in a fairly big way,” he said. “Gaming has kind of evolved a bit. More people play on portable devices. Where we might go in the future, we’ll see. Customers love games.”

However, he added, “I’m not interested in being in the console business in what is thought of as traditional gaming. But Apple is a big player today, and things in the future will only make that bigger.”

When asked whether Apple intends to focus on games on TV, he responded, “I think it could be interesting.” (source:gamasutra

7)Fruit Ninja took three days to make, and nine other things you didn’t know

by Joe Osborne

It’s one of the games on iPhone and iPad that embodies pure, beautiful simplicity, so who knew Fruit Ninja had so much to hide? Developer Halfbrick Studios had executive producer Luke Muscat and marketing officer Phil Larson tell GameSpot Australia 10 things that we didn’t know about its mega-popular fruit flayer. Well … until now.

How about the fact that Fruit Ninja’s base concept of slicing flying fruit took a mere three days to make? (The rest of development was all about that gorgeous polish.) Did you know that Fruit Ninja is currently being played in hospitals as part of a study with Neuroscience Australia to help treat stroke patients? Oh, the things you never knew about your phone’s primary function.(source:games

8)Infographic: apps ‘from 10,000 ft’

by Tim Green

12 per cent of puzzle apps are downloaded by Brits – one of many stats about the app market by genre and location.

In-app ad specialist inneractive is a bit of a specialist in infographics, and it’s just published a new one, which looks at which countries are downloading which apps – and which genres are driving most downloads.(source:mobile-ent


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