支出报告：解码当今移动内购消费者的动机、参与动态以及未来的行为变化。

Industry Investment Rating - The report highlights a shift in mobile gaming consumer behavior, with 32% of spending users and 41% of high-value spenders planning to reduce in-game spending in 2024 due to more cost-conscious decision-making [4] Core Insights - Mobile gaming consumers are becoming more selective with their spending, driven by economic pressures and a focus on discretionary spending [4] - Personalized offers and discounts are effective strategies to encourage in-app purchases (IAP), with 33% of consumers stating they would spend if presented with a worthwhile offer, and 40% increasing spending when receiving personalized offers [5] - Social factors influence game installations but have less impact on spending decisions, with 69% of spenders stating social factors do not influence their spending [6] - Loyalty programs are a powerful tool to attract consumers, with 79% of consumers participating in multiple loyalty programs and 51% increasing in-game spending if rewarded with additional points or currency [7] - Ad engagement relies on relevant and authentic gameplay, with 72% of mobile consumers interested in ads featuring engaging gameplay but frustrated by misleading ads [8] Consumer Behavior Analysis - Casual Candace, a consumer persona, spends primarily on match, puzzle, and simulation games, with 81% being female and 37% aged 35-44 [11] - Midcore Mike, another persona, spends on strategy, action, shooter, and RPG games, with 61% being male and 36% aged 35-44 [14] - Lucky Lucy, a third persona, spends on social casino games, with 71% being female and 41% aged 35-44 [16] - 39% of consumers spend on only one game monthly, while 50% spend on 2-3 games, with high-value consumers typically spending on more games [19] - 37% of consumers make 1-2 purchases monthly, while 54% of high-value consumers make 3 or more purchases monthly [19] Acquisition and Engagement Strategies - Paid ads remain foundational for game discovery, with 26% of consumers engaging with ads that attract them, driven by relevant gameplay (72%) and eye-catching visuals (32%) [24] - 73% of consumers installed at least one game through referrals in the past year, with 31% installing three or more games [24] - Loyalty programs and lifecycle email marketing are effective strategies to enhance engagement and reduce negative purchase experiences, with 50% of consumers more likely to spend if rewarded with redeemable points or currency [36] Future of Mobile Gaming Spending - Economic challenges and inflation are expected to significantly impact mobile gaming spending in 2024, with many consumers planning to reduce spending [46] - Publishers need to adopt innovative IAP strategies, including customized offers, robust loyalty programs, and new lifecycle marketing channels, to encourage sustained investment from players [48] - A shift towards direct-to-consumer (DTC) e-commerce platforms may further increase revenue opportunities for top publishers by up to 25% [48]