The good old “Word of Mouth” (Word of Mouth – WOM) is the most important source of information about new applications. This conclusion was made by the analysts of the company Applicier as a result of a survey of 1800 mobile gamers.
So, according to this study, 34% of respondents learn about new games offline directly from acquaintances and friends, another 23% receive this information through online “word of mouth” (Facebook posts, YouTube videos, screenshots on friends’ pages). The share of app stores in this “cognitive process” is 21%, but traditional advertising, promotion and other web campaigns have 22%. Thus, in the asset of “word of mouth” – 57%
The table below shows more detailed data. According to her, 43% of respondents are guided by user reviews in the market, 36% by what a friend /family member says and 25% of respondents download something if they see that their friends are playing it. And all this refers to “word of mouth”.
Also, the Applicier noted that today, for marketers, the most important audience is those who share information (shares). There are about 20% of players belonging to this audience. These users consider “as important as possible” for sharing achievements and tips.
The importance of those who fumble, in principle, is clear – they increase the virality of the project. In addition, they play games more, download them more often and, most importantly, spend more in them compared to ordinary users. And they are mainly guided not by friends, but by Facebook posts, tweets, sharped screenshots and amateur videos. Social features are twice as important for them as for ordinary players.
Online video is also a very important tool for attracting players. Almost half of the surveyed mobile gamers said that they download the game after watching the video.
Based on all this, analysts recommend:
- Increase the amount of content that can be shared
- Implement as many social functions as possible. to attract shares
- Shoot videos for your games
The full report can be found here.