The analytical company Newzoo shared data on users, whom it calls “advertisers”. She told who they are, how many of them are in mobile, and most importantly – why they are needed.
The company’s experts define advertisers as users who spend more than 10 hours a week playing the game. At the same time, they never spend money. What distinguishes them from simply non-paying users is that they are useful from a marketing point of view.
The number of advertisers in the world is 5.3% of all users. The exact value varies from country to country: for example, in Taiwan they are 9.6%, and in the UK – 3.7%.
It’s impossible to say exactly why they don’t pay. However, if you look at demographics, you can make certain assumptions, Newzoo believes. There are approximately the same number of men (51%) and women (49%) among advertisers, and they are all quite young. Thus, 30% of them belong to the age group from 10 to 20 years, and 43% belong to the group from 21 to 35. Most of these players (41%) work full-time.
That is, advertisers are either not old enough to have their own login in the store, or they are too busy to spend money on games, – Newzoo makes an assumption.
Such users do not bring direct benefits – money. Their benefits, according to the company’s experts, are different. Advertisers are much more active than ordinary non-paying users, posting and viewing content. So, among advertisers, the share of those who publish information about the game on their Facebook page at least once a month is 18%. For comparison, there are 11% of such non-paying users.
Advertisers are more likely to post a review or letsplay on YouTube. Among them, the share of those who post video content is 12% of the total. Among ordinary non-paying – 10%.
It is the advertisers who are part of the “word of mouth”. Newzoo claims that 28% of payers learn about new games from friends or family, 25% – through social networks, and 25% – from video services. Advertisers, according to the firm’s assumption, are more active in attracting and distributing information through word of mouth than ordinary non-paying players. According to Newzoo, 32% of advertisers in the United States would recommend Boom Beach to their friends (among non-paying ones, there were 17%).
Advertisers are less valuable in terms of monetization. But if you use them for their intended purpose – to disseminate information about the project – then they can affect the growth of organics and the visibility of the game. And thus the probability of attracting a paying user greatly increases,” Newzoo summarizes.
A source: http://www.newzoo.com