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Using SurveyMonkey Audience, we surveyed over 500 respondents who identified as online gamers to find out their favorite games and whether or not they pay to play. We focused on popular games by Zynga (ZNGA) to understand usage trends.
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Case Study – Zynga (ZNGA) April 2012
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Objectives
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Project objective tips
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• Keep scope narrow - Makes survey creation simpler, quicker - Makes data analysis actionable
• Keep objectives focused - Focus on key data needs, not “nice to have” info - Work backwards
• Write/create your presentation first and figure out what questions you need to ask to fill in the gaps
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End objectives
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• We surveyed over [X] people who played online or mobile games in the past 30 days - [X%] reported playing Zynga games - The most popular titles were [X, Y, Z]
• [X%] of players reported that they have purchased in-game credits in the past
• The top reasons people reported not purchasing credits were [X, Y, Z]
• For those players who did report purchasing in-game credits, they had a higher likelihood of playing [X and Y] games
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Project Summary
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Audience project summary
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• Survey population: 500 consumers • Targeting criteria
- Age: 18+ - Geography: all US - Gender: 50% male / 50% females - Online gaming players
• Targeting goals - Seeking at 200-300 people who have played online games
in the past 30 days - Using a targeting filter to target people who indicated they
play online games
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Survey Questions
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Survey question examples
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Survey question examples (cont’d)
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Survey Data
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Which Zynga titles are most popular?
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• ~35% of people who said they had played online or mobile games reported playing one of Zynga’s top titles
• Words With Friends was the most popular (24% of game players)
• Draw Something and Farmville were 2nd and 3rd with 11% and 5% share, respectively
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How many people purchase credits?
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• For those consumers who do play online or mobile games, ~26% report having purchased in-game credits in the past
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What games do credit buyers play?
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• Compared to all respondents, those who had purchased credits were more likely to play - Farmville (+10%) - Draw Something (+8%)
• They were less likely to play - Words With Friends
(-10%) • Further work would be
required for more conclusions due to sample size of this group
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So why don’t people pay for credits?
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• Using open text analysis, we reviewed responses to get a sense of why people said they didn’t buy in-game credits
• We can categorize these or use word frequency clouds, but the raw view is also helpful
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Conclusions
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Key conclusions
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• ~35% of online and mobile gaming players report having played Zynga games in the past month - The most popular titles Words With Friends and Draw Something
• ~26% of players reported that they have purchased in-game credits in the past
• The top reasons people reported not purchasing credits appear to be - Price or lack of money to spend - No desire, interest, or need to purchase credits
• For those players who did report purchasing in-game credits, they had a higher likelihood of playing Farmville and Draw Something
