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Analysis: Players 25 And Over Make Up 80 Percent Of Mobile Freemium Spend

Analysis: Players 25 And Over Make Up 80 Percent Of Mobile Freemium Spend

September 12, 2011 | By Kyle Orland

A new report from mobile app analysis firm Flurry finds that nearly 80 percent of all spending on free-to-play mobile games comes from players 25 or older, even though these players represent less than half of all play time.

Flurry tracked more than 1.4 billion play sessions from across 110,000 tracked apps, and found that "broadly, we observe that heavy users of freemium games are younger, while spenders in freemium games are older."

It's a result that makes intuitive sense -- older players tend to have more disposable income than younger ones, and less time to spend grinding out progress in the games through actual play.

Still, the size of the discrepancies are impressive. Children 13-17, for instance, make up only 5 percent of all freemium game spending, despite contributing 22 percent of all playtime in such games. These younger players "become your loyal users, but its harder to extract money from them," Flurry points out.

Conversely, players aged 35 to 54 spend 28 percent of all freemium gaming dollars, despite only making up only 14 percent of the play time, meaning "your whales may be older than you think," as Flurry puts it.

A separate Flurry analysis from earlier in the year found that, in general, mobile game players were younger, wealthier and better educated than the population as a whole.


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