In Audience Measurement

Verto recently presented the first webinar based on our new Audience Spotlight report series, “Verto Audience Spotlight: Mobile Gamers.” Audience Spotlight monthly reports provide a cross-device, consumer-centric view on a specific audience, with a deep dive into user demographics and rich behavioral metrics on a selected audience segment. The latest webinar focused on Heavy Gamers, users who comprise the top 20% of all gamers based on the amount of time they spend per month with games on PCs, tablets, and smartphones. In this post, we share two of the key insights from the webinar. Interested in the others? Listen to the webinar on demand.

Heavy Gamers Aren’t Just Under 40
While there is an implicit assumption among most media outlets that the majority of gamers are teenagers and young men, data collected from Verto Watch reveals a different story. Data collected from U.S. adults ages 18 and above during April 2018 looked at the demographic breakdown of heavy mobile gamers versus the U.S. adult online population. Both the 18-24 and 25-34 age group make up nearly an identical proportion of the adult online population and heavy gamers distribution. The age distribution of Heavy Gamers shows a higher representation among audiences in age groups 45-54 and 55+. This indicates that heavy gamers are mostly 45 and older, which is a noteworthy insight for game developers and publishers to take into consideration when creating and marketing their games. For more insights into Heavy Gamers, check out our latest report, Audience Spotlight: Heavy Gamers.

Solitaire is the Stickiest Game
Stickiness is a measure of user engagement which answers the question, “how likely is a user to return to the service day after day?” Verto took a look at the stickiness of the most popular games among U.S. adults ages 18 and above. Microsoft Solitaire is the stickiest game with 82% of all monthly users returning each day to use the service. Following closely behind is Trivia Today with 76%, Pokémon GO with 66% and Words with Friends with 60%. Stickiness is an important metric because it can be used to gauge how much users enjoy a game and if they want to return each day to play. It also can be used by app marketers to indicate that ads are better placed on their platform because their users return more often and would repeatedly see their ads.

Taking a deep-dive into a specific audience segment is a unique way to discover key insights and trends. Audience Spotlight provides a cross-device, consumer-centric view that is able to provide rich demographic data and behavioral metrics. Exploring the Heavy Gamers population revealed that there is a slightly higher composition of 45+ users in the heavy gaming segment. Taking a look at stickiness showed that there is more to engagement than simply having the most users. Interested in learning more insights about heavy gamers? Check out the webinar on demand here.

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