Benefits Include Competitive Intelligence, Key Demographic Segments And Behavioral Analytics
PORT WASHINGTON, NEW YORK, February 26, 2015 – The NPD Group, Inc., a global information company, today announced that it will begin expanding the capabilities of its Checkout TrackingSM service to track in-app and full-game mobile purchases in the U.S. leveraging extensive online receipt data provided by Slice Intelligence.
Designed to address the increasing demand for comprehensive information on consumer buying behavior, Checkout Tracking will deliver a buyers’ item-level purchase details for greater insight into evolving consumer trends in the games industry. The service provides for better competitive analysis, sales performance tracking for specific games as well as other games purchased by consumers over time, and insight into how pricing impacts purchasing. It can also provide a perspective on other non-gaming categories where spending has occurred by those specific gamers.
“Mobile is the third largest gaming category in the U.S., and grew in excess of 20 percent over the past year,” said David McQuillan, president of Global Games at The NPD Group. “We believe that information that allows gaming companies to fully capitalize on this explosive growth is paramount; this sentiment has been echoed by video game software publishers and developers who agree that there would be significant benefit in NPD’s new service offering that covers full games as well as in-app game purchases. We are pleased to be able to offer this new solution to address an underserved industry need.”
Of the 325,000 transactions, and 1,100 games that had in-app purchases tracked in the fourth quarter of 2014 the average number of items purchased per buyer was seven, with an average of $48 dollars spent per buyer. The service also allows for analysis of spending across multiple titles. For example, among those who made in-app purchases in Candy Crush and/or Candy Crush Soda Saga in Q4 2014, the top 5 other games they made in-app purchases for were Clash of Clans, Farm Heroes Saga, Boom Beach, Cookie Jam, and Kim Kardashian: Hollywood.
The in-app purchasing database has historical sales data going back to October 2012. The data is collected from large-scale longitudinal panels, enabling the study of consumers over time, the analysis of competitive purchase behavior, and the identification of purchase patterns. The Checkout Tracking Service also provides the added benefit of behavioral analytics, including the ability to better understand consumer purchase behaviors and to track key demographic segments, including age, gender, education, ethnicity, and household income.
“The NPD Group has been covering the games space for decades; this newest addition to our product portfolio is just a natural extension of our services and skills,” said McQuillan. “The marketing opportunities this service brings to the table are limited only by one’s imagination.”