Poké power: Pokémon GO has more in-game buyers than the rest of the mobile gaming market
Image credit: David Grandmougin (via Unsplash)
Pokémon GO is finally here, and the augmented reality app has taken the mobile gaming world by storm. Last Wednesday’s U.S. premier for iOS and Android has led to many media stories about players gathering in parks and public places to find their favorite pocket monster.
Sure, the game is big, but how does the revenue generated from in-app purchases compare to the mobile gaming market as a whole? Fresh data captured from Slice Intelligence found that in-game Pokémon GO purchases surpassed the rest of the mobile gaming market on July 10th and accounted for nearly 47 percent of the revenue for entire mobile gaming market on the same day.
Pokémon GO may be luring new spenders to the mobile gaming market. Among those who made an in-app purchase with Pokémon GO, 53 percent made one or fewer mobile game purchases within past six months. However 16 percent of paying Pokémon trainers purchased over nine mobile games within the same period.
Let's look at PokéCoins
The primary currency in Pokémon GO is PokéCoins. In-game spending data shows that 100 PokéCoins is the most purchased coin bundle, with nearly 37 percent of in-app purchases spend on this one-dollar expense. Furthermore, while many purchasers are only buying the entry level Pokémon currency, the middle tier, of 1,200 PokéCoins is currently the most lucrative coin bundle for the game. Over 30 percent of the revenue that Pokémon GO generated has come from this five-dollar purchase.
Half the Pokémon buyers grew-up with Ash
Nostalgia or not, in-app spending by Millennials account for the majority of Pokémon GO's in-game revenue. With 52 percent of the buyers being between the ages of 18-34, many of these individuals were part of the prime target audience when the Pokémon frenzy first hit the United States in the mid-'90s. In addition to age, gender also plays a role here; nearly three-quarters of paying Pokémon players are men. Here’s the full age breakdown:
About this data
With a panel of over 5 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.
Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.
Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for the NPD's Checkout Tracking e-commerce service.