Newzoo: Who are advertising users and why are they needed?
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
