SOOMLA: the most paying users are in Asia
Asian users are most willing to pay for mobile games. This conclusion was reached by the Israeli company SOOMLA after studying the behavior of players in different countries.
Paying players in Asia account for 6.2% of the total number of users. For comparison, in Europe this figure is 2%, in North America – 2.4%. Note that SOOMLA experts do not specify which specific Asian region is meant. The spread in this area in terms of the number of paying users is serious: from Japan, where there is a high percentage of paying players, to China and Southeast Asian countries, where this number is much lower.
Most often, Asian users make purchases on Saturday, as do users from other regions. Only North America and Oceania stood out. According to SOOMLA, there players are most willing to pay on Sunday.
The dynamics of payments varies from genre to genre throughout the day. In educational games, purchases are most often made during the day (from 12 to 18), and in music and arcades – in the evening (after 18 hours).
According to SOOMLA, Android has the highest conversion rate of paying players. Paying users on this platform account for 3.8% of the total number of players. There are more “social” users, that is, those who are willing to share information about the game in social networks, on iOS. There are few people who evaluate the project in the store, both there and there.
If the player decides to pay, then most often he pays on the first day after installation. This happens in all the regions studied.
Let’s add that SOOMLA also shared data on the popularity of genres. The company identifies a certain “casual” genre (we assume that match-3) and calls this genre the most popular.
The information provided in the study is relevant for the 4th quarter of 2015. SOOMLA collected data from 680 games of different genres, the developers of which integrated into the company’s SDK projects and used the SOOMLA GROW analytical network.
The full version of the study is available at the link.
