Dubit report into VW popularity in the EU now available
The full presentation from the Dubit research is now available from our Report Order section. This report looks into the popularity of kids virtual worlds across the EU.
The full presentation from the Dubit research is now available from our Report Order section. This report looks into the popularity of kids virtual worlds across the EU.
Here’s the second segment from our updated Radar chart for Q1, 2010. The first segment is here and the full report can be order from here.
Here we go folks, our updated Radar charts for Q1 2010. On an overall basis we’re seeing a shift from ‘Chasing the Penguin’ and now we’re seeing efforts in the following areas:
1. Learning and education. Expect a growing number of virtual worlds entering the marketplace focusing on various elements of learning, education and self-development. These are focused around the eight to 12 year old segment.
2. Real-world IP: We’ve discussed this particular segment in length for a long time. This relates to existing popular brands creating virtual worlds to accompany movies, toys, TV and other IP-led properties.
Here’s the first segment (Education/Learning, Fashion/Lifestyle and Music). The full report can be ordered here.
KZero services:
Strategy
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Marketing/Media
Product Development
Here’s the master summary of the Dubit research looking at kids virtual worlds. The countries included in this research were: UK, France, Germany, Holland, Sweden, Finland, Norway and Denmark.
Below is the summary slide ranked by the % of the sample that has played/registered each world.
Club Penguin comes out top with 14.5% of the sample having played it. Second place goes to Barbie Girls with 13% with Habbo in third. Interestingly GoSupermodel beats Stardoll based on this research, albeit by a couple of % points.
Looking at this EU summary from a company-location perspective… Continue reading →
This post examines the German marketplace for kids aged seven to 10 and the virtual worlds they claim to have used/played. The first post in this series covers the UK and the second France.
The chart below presents the findings.
Barbie Girls came out top in France and this is also the case in Germany, with 10.7% of the sample indicating usage. Club Penguin is in second place, tieing with World of Warcraft (which didn’t make a dent in the UK or France numbers). GoSupermodel and Jumpstart are in fourth and fifth position respective. Continue reading →
Following on from our first post looking at the popularity of virtual worlds across the EU, starting with the UK, this post focuses on France. Dubit used a total sample size of 1,145 kids aged seven to 10. The data-points in the charts refer to the percentage of kids in the sample who indicate they have played/registered each virtual world. The sample was given a reasonable comprehensive list of major virtual worlds.
So, here’s the chart for France.
Whereas Club Penguin is the most popular virtual world in the UK, in France Barbie Girls comes out on top with 14.7% of the sample stating they’ve played it. Dofus, with a very strong French user base comes in at second place. The average user age for Dofus is 22, so the users featured in this analysis are at the youngest edge of the user base. Club Penguin pops in at third place for France. Continue reading →
Our good friends over at Dubit run regular Internet usage market research into the EU market place (with North America coming soon). Their January 2010 research has been made available to us, which means they’re added to our Xmas card list. You can follow Dubit on Twitter (for Dubit Informer) and (for the Dubit Platform).
The entire presentation will be made available on request in a day (update: the report can be ordered here) or so and for those of you looking for a peek inside, this is the first of a series of posts digging into the data. As a side-note, most people don’t realise that the EU market is the most dominant in terms of overall users in the kids and tween sectors, with conversion rates and ARPPU’s also higher than North America. We know why – do you?
The slide shown below presents the UK marketplace for boys and girls aged seven to 10.
Club Penguin leads the pack with a considerable advantage over the rest, although it’s interesting to observe the wide spread of worlds featuring in the UK market. UK-based Moshi Monsters comes in at second place with um, Farmville in third – obviously these kids are playing alongside an older brother/sister who is actually 13 or older right?! (probably a topic for another post). Mafia Wars also features. The same (kids signing up at an age younger than the TOS) can be said for Habbo of course. Continue reading →
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