Not only Taobao buys and buys women but also the most profitable mobile game users!

According to foreign media sources, research mobile game market company Liftoff recently released mobile game reports show that women are the most profitable users, they are 79% more likely to make in-app purchases in mobile games than male users. Research shows that 16.7% of female users make in-app purchases after installing the app, which encourages application developers to focus on this market segment in the future.

Last year, Liftoff discovered the golden age of mobile game marketing. The report points out that while the application installed by female users costs $0.18 more than male users, a careful examination of conversion rates reveals that women are actually the most valuable gamers.

The report analyzes data collected from 350 applications from June 2017 to May 2018, showing that in-app purchases for female users have almost doubled compared to 2016-2017. These results, along with similar past research, may prompt application developers to start customizing more apps for women, such as puzzle games and word-of-mouth recommendations.

Liftoff CEO Mark Ellis said that this means that the development of marketing campaigns specifically for female users will be a breakthrough for salespeople.

In the 2011 Journal of Political Economy (JPE), the economists Wei Shangjin and Zhang Xiaobo's "Competitive Saving Motivation: China's Growing Gender Ratio and Savings Rate" brings a new perspective on East Asian economic data: Estimate the change in savings rate through marital needs.

In their study, the correlation between family wealth and marriage probability was demonstrated, as well as the relative change in the household savings rate of unmarried men and unmarried women in high-sex ratio regions in China: as our common sense, unmarried male families are saving for their marriage. Higher rates and lower consumption rates.

That is to say, with the rise of male pressure, the rise in housing prices and the demand for marriage will oppress men's spending power, force their savings rate, and thus reduce the relative position of men in the entire consumer market. It is popular to say that men who can't afford a house and can't get married can significantly reduce the proportion of entertainment consumption.

In East Asia, we have seen a clear sliding trend: one after another entertainment genre, from male dominated market to female dominated market, or split from a single market to male to female to two markets, women in various The total consumption in the entertainment product market is increasing.

This trend is undoubtedly related to the increase in the proportion of female spending power caused by changes in social structure in East Asia. When women account for a larger proportion of the user base and men's spending power is oppressed by the savings rate, the male market will become more and more difficult to operate; while the low savings rate female users will begin to dominate the entertainment market.

In the early years, games for female players were rare in the market, but with the popularity of mobile Internet and mobile social networks, the demand for games for women with payment ability is not increasing.

Nowadays, in the global game market, there has been a large, Internet-based and mobile Internet-based group of women who are interested in games and have the ability to consume and pay.

“The spending power of female users is not to be underestimated, and different strategies are needed for female users.” Mark Ellis said that the focus of game companies is not only to let them download applications, but also to do things on them, such as using software to shop. .