The Research On Habits And Influencing Factors Of Mobile Game Users

With the maturity of mobile Internet and the beginning of4G era, the number of mobile Internet users raised rapidly, many Internet corporations has involved in the mobile space. As one of the most profitable businesses in the mobile space, the market size of mobile game industry has grown from270million dollars to750million dollars. In the past days, the design and development of the games have been researched heavily, while users’behavior and propagation path have been rarely concerned. However, users selection factors and secondary transmission are crucial for the marketing promotion of the games. In our research, as a result, the intrinsic driving force and other factors of the behavior of mobile game users are studied based on the theories of opinion leaders and innovation diffusion and the characteristics of mobile games. Factors, including perceived enjoyment, perceived usefulness and perceived compatibility, are also extracted.With the help of Tencent Games User Research Center, we have collected100questionnaires. By empirical analysis, conclusions maybe this:information from friends can improve the download rate of games, exponential growing of download rate would be caused by the influence of opinion leader and mild casual games have the most widespread fans. At last, several marketing suggestions are presented to game developers and operators.