On July 31, China joy officially released the mid-term version of the 2014 white paper on global mobile game industry. According to statistics, the global game market is expected to reach US $81.4 billion in 2014, of which smart phones and tablets will account for 27%. In 2014, China’s mobile game market will account for 17% of the global market. Among them, Youmeng made an in-depth analysis on the development status of China’s mobile game market and the use habits of game users. It was found that the mobile game market in 2014, whether in terms of APP volume, user volume or income scale, has something to be worth noting.
Some data are shared as follows:
Number of users – China’s active mobile game users and equipment totaled 400 million!
According to the data of Youmeng, as of the first quarter of 2014, the total number of active mobile game users in China has reached 400 million, accounting for more than 50% of the total number of active intelligent devices in China. At the same time, the number of mobile game players is also growing rapidly. The number of active mobile game users increased by 50% compared with the fourth quarter of 2013, ranking the top five in all vertical fields.
Player’s interest preference — recreation, education and reading
Who are the core players and where are they from? Youmeng uses massive mobile application data to analyze the interest tags of the top 15% of the “core players” with game duration, and finds that these users have some common characteristics. Mobile game users not only play games, they also appear in various life scenes, a considerable number of them are cartoon fans (Comics & Animation), the data also show that these users also like to read aloud (listen to Books).
Youmeng analysts believe that the core players are mostly students or young people who have just entered the workplace. Students have a certain demand for reference books (foreign language resources, teaching materials & Reference), while new employees frequently appear in travel related scenes (train tickets, maps and navigation); they are more sensitive to price (coupons & group buying), but pay more attention to the quality of life (Fashion & fashion, tourism, cooking & Recipes, hairdressing and beauty), and some of them need to rent a house, raise children and take care of pets Please, as well as the purchase plan.
In addition, light gamers and heavy gamers have a common feature that they both prefer leisure and entertainment, education and learning, and book reading. However, heavy gamers spend more time on social applications, while light gamers use more life applications such as health care and e-commerce shopping guide.
Game time distribution: peak time at 9:00 p.m
The peak time for users to play games is around 9 p.m., which is the time point after dinner and before going to bed. According to the analysis of different platforms, IOS users play more games in the evening, and the daily startup ratio around 21:00 is higher than that of Android users; in addition, they play more games at night than on weekends, because the entertainment time of users on weekdays is concentrated in the evening, while the entertainment time on rest days is more evenly distributed.
Compared with 2011, the peak time of games has been advanced from 22:00 to 21:00, which indicates that mobile games are occupying users’ time with TV, PC and other devices in a longer period before going to bed.
Geographical distribution: 61% of mobile game users are distributed in the third tier cities and below!
According to the data of Youmeng in the first quarter of 2014, 61% of mobile game users are distributed in the third tier cities and below. The proportion of mobile game users in cities below the third tier increased by 10% over the same period in 2013. The third tier and below cities will become the place of competition for mobile games operation.
Equipment model: diaosi and Gao fushuai are playing hand games!
From the perspective of equipment, Samsung, Xiaomi, oppo and Bubugao are the most used devices for mobile game players. According to the distribution of mobile game users’ equipment, 30% of mobile game users use 1000 yuan computers, and 27% of high-end machines with 3000 yuan or more. Both diaosi and Gao fushuai are playing hand games.
More data from the 2014 global mobile game industry white paper will be shared by Youmeng through official microblog and wechat. You can also subscribe to Youmeng blog for timely reference.