We carried out a large-scale questionnaire survey (*1) exceeding 10,000 people in order to analyze the current situation of the hit game of 2016,”Pokemon GO.We will now share our results.
■1 in 5 people use the application. But over half of young people do not.
In all,22% of people have used Pokemon GO at some point. Looking at the rate of use by gender and age, over 40% of users are men and women in ages ranging from high school to people in their twenties. However, many of these young people are not using the app now, with over 80% of high school students reporting that they do not use the app.
■Currently the main users are middle aged men and women.
Next, let’s look at the percentage of users who use the app now by age and gender. The largest group of users are men and women from 40 – 44 years of age, with most users falling between the ages of 35 – 49. Additionally, a large percentage of both men and women in their sixties also use the app. The people using the app most frequently are not in high school or people in their twenties.
■What app could have stolen users from Pokemon GO?
Pokemon GO had a huge impact on the smartphone game market in 2016. We carried out an analysis to see what game application all of those users are using (or not using) now.
We determined the 3 most used game apps in early 2016 before Pokemon GO went live (Jan.- Jun.), and the 3 most used games later in the year after Pokemon GO came out.
Concerning the top 30 game application titles (including those who reported that they “hardly ever use game apps”), the percentage of people who report using those games “often” in the latter half of 2016 can be found on the horizontal axis, while those who reported using Pokemon GO “often” in the latter half of 2016 are plotted on the vertical axis.
If we roughly separate the figure into 4 parts, applications like “Jikkyo Powerful Pro Yakyu”, “Star Dragon Quest”, and “LINE Bubble” were being used often in the first half of 2016, but the percentage of people who reported using these apps fell below 50% in the latter half of 2016. Conversely, the number of people who reported using Pokemon GO, which had not yet come out in the first half of 2016, was around 50%, so it’s conceivable that Pokemon GO stole users from these games.
Also, if we consider the upper left hand corner, where it says “almost never use”, we can presume that many people who originally did not play game applications at all, were drawn in by Pokemon GO.
On the same token, in the upper right hand corner you can see apps that people reported “using alongside Pokemon GO”, in the bottom right apps “that were unaffected by Pokemon GO, and lost no users”, and in the bottom left hand corner, apps that were “losing users regardless of Pokemon GO”.
■Pokemon GO successfully expands the base for game applications.
Last year it was Pokemon GO which gained explosive popularity mainly among young people, but now the center of the fever has moved to middle-aged and elderly people (about 60% of current active users are older than 40 years old).
These middle-aged and elderly people (especially those over the age of 60) have never used games up until now. To have attracted such people to the game market and in doing so expanding their base for game applications is a huge achievement .
Also, a major feature of the Pokemon GO phenomenon is that it did not directly compete with other applications.
It had little influence on the rate of usage for consistently popular games such as “Puzzle Dragons”, “Monster Strike”, and “Disney Tsum Tsum”. Although you could say it did slightly influence second tier games such as “Power Pros” and “Star Dragon Quest”.
It can be said that Pokemon GO was a groundbreaking game for the game industry in the sense that it created more time for playing games instead of curtailing it.
(Article: Masanori Ota)
This article was written and based on the work of the Fields Research and Development Office (FRI), whose members carry out research on entertainment and other things that often interest or worry people in their daily lives.
(* 1) “Fields Yoka Survey 2017”
A web questionnaire survey conducted nationwide in December 2016 of 11,646 men and women whose ages ranged from elementary school to 69 years of age, concerning their activities and values towards leisure.
If you have any comments or questions regarding this questionnaire survey, please email me by selecting the link below that says “Inquiries.
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