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Dubit -
Children’s In-Game Spending
Children’s In-Game Spending
Dubit - Children’s In-Game SpendingDubit -
In App Purchasing: The Study
At Dubit we are constantly researching which games children are playing.
We’ve been there from the beginning: we began with the rise of virtual worlds, witnessed the growth of iPads and Apps, and the gradual acceptance of paying for digital content.
So, from all this time in the industry - what have we learnt?
This particular study looks at “in-game” purchases: how many kids buy, how much, and do their parents know?
In this study of 500 children from the UK, aged between 6 and 12 years-of-age, we look at all types of games, from online micro payments through to in-app purchasing on mobile.
And we provide this data as a benchmark for anyone interested in monetising kids digital entertainment, and for those concerned about kids spending online.
Dubit - Children’s In-Game Spending
Parents and Kids: Do you play mobile games?
0%
25%
50%
75%
100%
Parents Kids
Yes No
Base Size: 500 Parents & Kids
Mobile gaming is incredibly popular with 91% of parents and 71% of children playing games on mobile phones. The percentage of kids who play on mobile is consistent for all ages between 6 and 12 years old.
Dubit - Children’s In-Game Spending
Parents: Have they bought in-game?
0%
25%
50%
75%
100%
Yes No Don’t Play
Base Size: 500 Parents & Kids
But mobile games don’t grow on trees. They rely on people paying for them - either upfront, or paying for something in the game. In our survey, 25% of parents have paid for something “in-game”.
Dubit - Children’s In-Game Spending
Parents: Do you let your kids make IAPs?
0%
25%
50%
75%
100%
Yes No
Base Size: 500 Parents
However, parents are not as willing to allow their kids to buy in-game. Only 17% allow their children to make in-app purchases, with 83% of parents keeping a tight hold on the virtual purse strings.
Dubit - Children’s In-Game Spending
Kids: Do you know your parent’s app store password?
0%
25%
50%
75%
100%
Yes No
Base Size: 87 Kids who are allowed to purchase in-game
For those kids allowed to make such purchases, almost half (41%) know their parent’s app store password. That’s in spite of warnings that parents should keep their security information secret, to avoid kids spending willy-nilly.
Dubit - Children’s In-Game Spending
Kids: Do you get permission before buying in-game?
0%
25%
50%
75%
100%
Always Usually Never If They’re Watching
Base Size: 87 Kids who are allowed to purchase in-game
The good news is that kids seem to be pretty (well, very) trustworthy. Even though many children know their parent’s password, the vast majority still ask for permission, with only 1% going behind their parent’s backs.
Dubit - Children’s In-Game Spending
Kids: What is the most you have paid for a single purchase in-game?
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25%
50%
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100%
Under £1 £1 - £5 £5 - £10 £10 - £20 Over £20
Base Size: 87 Kids who are allowed to purchase in-game
There’s more good news. Despite fears of children breaking the bank, 73% (of the 17% given permission) spend less than £5 in one transaction: in fact the average purchase is £2.07. Not one had spent more than £20. Not one.
Dubit - Children’s In-Game Spending
Kids: What do you like to pay for in-game?
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25%
50%
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Unlock New Levels Cosmetic Powers Speed up time None of These
Base Size: 87 Kids who are allowed to purchase in-game
And what do they like to pay for? Children are more likely to choose to pay to unlock levels or buy cosmetic items such as clothes, than pay to speed up time (such as fertiliser in Farmville). Kids tend to have more time on their hands!
Dubit - Children’s In-Game Spending
Parents: How much would you pay to remove Ads in a kids game?
0%
25%
50%
75%
100%
No Under £1 Under £3 More than £3
Base Size: 500 Parents
Finally, we asked parents about the other revenue model for games: advertising. 62% of parents would be happier to have their kids exposed to ads, than pay for the app to be ad-free. Our qualitative research on this reflects the same sentiment: parents are not that bothered about advertising in kids apps.
Dubit - Children’s In-Game Spending
Kids Research
• Market analysis
• Prototype and concept testing
• Competitor analysis and market scoping
• IP / trend spotting
• Design & ideation
• Monetization strategies
• Ethical marketing
• Transmedia modeling
Dubit: Research, Build & Launch digital experiences for kids brands
Kids Game Development
• Game design and ideation
• Character and brand design
• Game development
• Virtual Worlds and Casual MMOs
Kids Apps
• iOS and Android games
• Interactive storybooks
Launch
• Game promotion and player acquisition
Dubit - Children’s In-Game Spending
Dubit: Just a few of our customers
Dubit - Children’s In-Game Spending
If you’d like to know more about what we do checkout our website dubitlimited.com or send Matthew an email: [email protected]. We love to talk!
AddressThe Half RoundhouseWellington RoadLeedsWest YorkshireLS12 1DR
Phone(+44) 113 3947 920
Dubit: Get in touch!
