解读网络时代移动游戏玩家的消费路径.docx

Understanding the Mobile Gaming Journey of the Connected Consumer in the USHere at Facebook IQ, we use our data and insights to help marketers understand their customers' path to purchase.In this study, we find out how mobile gamers discover, evaluate and try new games.Understanding a mobile gamer's path to purchaseDiscovery IHow do mobilegamers find new games?54%discover new games on the Facebook family of apps*EvaluationHow do they assess new mobile games?53%say they do little or no research - if a game looks interesting, they just try it54%of paying mobile gamers discover new games on Facebook specifically44%of paying mobile gamers say the Facebook family of apps plays a role as they decide which mobile game to tryCompared to mobile gamers overall, high-paying players are:2xmore likely to discover games on Instagram andMessenger席、PurchaseWhat motivates them to make in-game purchases?38%of paying mobile gamers say they make in-game purchases to improve their game-play performance40%of high-paying players say they make in-game purchases to make the game exciting again