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China Moblie Game Trend Essay

803 words - 4 pages

• 本报告数据主要采用大数据统计方式获取; • 主要数据包括游戏用户行为习惯和偏好等均通过360手机助手的海量数据统计获得;

• 行业收入成长的预估则通过行业专家访谈、游戏厂商访谈,结合专业数据预测模型得出; • 渠道分发量市场份额数据来自专业第三方数据统计机构TalkingData。


• 趋势1:中国手游市场步入高速轨道,预计2014年全年收入将达260亿元


• • • • • •

趋势2:2014年Q2手游行业留存率平稳,其中动作类游戏留存率最高
趋势3:有IP的游戏在吸量和收入方面较无IP的游戏有明显优势 趋势4:游戏玩家兴趣多元化,其中以躲避跑酷,休闲益智等轻度游戏最受玩家欢迎 趋势5:手机网游支付集中在三个主流渠道 趋势6:不同地域喜好的游戏类型有所差异:江苏人民最擅长经营策略;福建人民最擅长动作冒险 趋势7:杭州土豪玩家最多 趋势8:玩家的付费高峰习惯趋于稳定,付费高峰发生在午饭后和晚上睡觉前


趋势9:市场竞争激烈,Android用户获取成本逐渐提高
趋势10:360手机助手上半年手游分发量处于行业领先位置

1
• 2014年上半年中国手游行业收入规模为125亿元,同比2013年上半年增长83%,
预计2014年全年收入将达260亿元,同比增长75%。 中国手游行业收入规模及预测
83% 75% 69% 370

260 41%

42%
收入(亿元) 增长率

148 125 88

2012年

2013年

2014H1

2014E

...view middle of the document...

0% 38.9% 40.0% 30.0% 37.9% 38.0%

主要支付渠道支付金额占比趋势
43.8% 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 41.7% 40.9% 40.2% 43.1% 41.7% 40.6%

银行卡

360币
43.1% 43.6%

26.8% 22.1% 18.4% 10.4% 10.4% 10.9%

27.5%

26.6%

20.0%
10.0% 0.0% 10.8% 7.6%

15.2% 7.7%

17.7% 8.0%

20.4% 9.4%

22.1% 10.4%

23.1% 11.0%

25.8% 14.9%

11.0%

13.1%

201401

201402

201403

201404

201405

201406

201401

201402

201403

201404

201405

201406

360币在2014年上半年从支付次数以及支付金额上,均呈上涨趋势。随着360支付平台的优化,360币支付占比会越来越高。

数据源:360手机助手

6
• 不同省份喜好的游戏类型有所差异:江苏人民最擅长经营策略;陕西人民最擅长体育竞速;福建人民最擅长动作冒险; 山西人民最爱棋牌;四川人民最消除;黑龙江人民最休闲
各游戏类型下载量占比最高的省份分布

下载量占比:本类型下载量/本地区所有类型游戏下载量。

下载量占比表示该游戏在不同地区的相对喜好度
该指标越高代表该类型游戏在该地区下载的绝对下载量越高。

数据源:360手机助手

6
• 不同城市喜好的游戏类型有所差异:南京人民最擅长经营策略;延安人民最擅长体育竞速;厦门人民最擅长动作冒险; 晋城人民最爱棋牌;上海人民最消除;鹤岗人民最休闲 各游戏类型下载量占比最高的城市分布
晋城市最爱 棋牌 鹤岗市最爱 休闲益智

延安市最爱 体育竞速

南京市最爱 经营策略 上海市最爱 消除 厦门市最爱 动作冒险

下载量占比:本类型下载量/本地区所有类型游戏下载量。下载量占比表示该游戏在不同地区的相对喜好度,该指标越高代表该类型游戏在该地区下载的绝对下载量越高。

数据源:360手机助手

7
• 土豪玩家南方城市相对最较多,其中以杭州最多。无论是ARPU还是土豪占比,杭州都处于领先位置。 ARPU TOP10城市
杭州市 泉州市 长春市 贵阳市 上海市 烟台市 北京市 杭州市 泉州市 烟台市 长春市 昆明市

单日1000元以上付费用户占比TOP10城市

福州市 北京市
珠海市 贵阳市 上海市

福州市 昆明市
厦门市

占比:单日付费1000元以上的游戏玩家占该地区付费玩家的比例;

数据源:360手机助手

7
• 付费用户占比:单日付费2000元,5000元,10000元以上的游戏玩家占该地区所有付费玩家的比例;

• 杭州、长春、北京、泉州、厦门土豪用户最多。

单日2000以上付费用户占比TOP10城市
杭州市
泉州市 长春市 烟台市

单日5000以上付费用户占比TOP10城市
杭州市
长春市 连云港市 泉州市

单日10000以上付费用户占比TOP10城市
杭州市
海口市 南京市 厦门市

昆明市
连云港市 北京市 保定市

厦门市
金华市 北京市 石家庄市

泉州市
长春市 北京市 合肥市

重庆市
佛山市

贵阳市
烟台市

乌鲁木齐市
南昌市

数据源:360手机助手

8
• 用户付费次数和付费金额小时分布基本一致; • 用户付费的高峰发生在晚间的0点,午间的12点和晚间的21至22点。 • 一周之内,付费次数及金额日占比间相差较小,周末的付费较工作日的付费无特别明显的增长。 不同时段付费次数和金额占比
8% 7% 6% 5% 4% 3% 2% 1% 0%

一周内每天付费次数和付费金额占整周比例
20% 15% 10% 5% 12.9% 12.5%

13.7% 13.0%

14.2% 14.2%

14.7%14.8%

14.8%

15.7%

15.6%

16.0%

14.1% 13.9%

0点 1点 2点 3点 4点 5点 6点 7点 8点 9点 10点 11点 12点 13点 14点 15点 16点 17点 18点 19点 20点 21点 22点 23点

0%
周一 周二 周三 付费次数占比 周四 付费金额占比 周五 周六 周日

付费次数占比

付费金额占比

数据源:360手机助手

8
• 即使拆开工作日和周末来统计,该趋势依然成立,即付费高峰发生在午饭后和晚上睡觉前;
...

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