We recently posted some surprising data looking at age and average revenue per paying user (ARPPU) on social game blogger Andrew Chen’s site.
ARPPUs rose dramatically as users got older, with the oldest user groups achieving an ARPPU that was 3x that of the youngest groups.
This shouldn’t be news:
- older users have more disposable income, the youngest users often have none
- older users have access to payment methods that pay out better across the board: direct credit card payments, PayPal accounts, and mobile accounts that they’re in control of
- because they have money and credit cards, older users are probably already familiar with online purchasing, making it more likely that they’ll have the comfort to follow through with your transaction
What was surprising was that, despite ARPPUs upwards of $7, older users’ share of total revenue stayed under 8%.
Yes, you heard that right. Users aged 29 and younger collectively account for over 92% of total revenue across all Gambit publishers.
Massive transaction volumes for younger users mean that low ARPPUs still yield high total revenues for our developers. Users aged 29 and under together make up 94% of our network’s total transactions. Younger users pay less, but they play a whole lot more.
For the full post with charts and tables, check out Andrew’s blog.
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