Who pays for "buns"?

Social portrait of a paying user in the applications of My World

Monetization of social applications is an extremely important issue for any developer.
Naturally, at a certain stage, each studio begins to wonder: how to optimize the application for a paying social network audience?

In order to correctly answer this question, first you need to understand the general portrait of the social network audience and understand exactly who should focus the application.
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According to TNS, from 15 to 21 November, the proportion of women in the audience of My World was 52.3%, and 47.7% of men - we observe gender parity. At the same time, the core of the audience is almost evenly distributed by age from 18 to 44 years:



Given these data, we can conclude that a successful application can be designed for a very wide range of users - men and women in their prime.

The graph of the paying audience, based on the analysis of data for all applications of My World, shows that it is most likely to pay for virtual “pumpkins” and “buns” at the age from 9 to 15 and from 23 to 43 years:



Another interesting aspect is the friends of the users, because they are the main driver for the growth of the social applications audience:



The average number of friends of My World users aged 21 to 50 years belonging to a paying audience is from 70 to 100 people. Users from 15 to 19 years old, both men and women, have a number of friends up to 200, but the solvency of this segment of the audience is often less than the previous one.

Even such a simple analysis of the portrait of visitors to My World will allow developers to correctly orient the future "hit." After all, the most paying audience - visitors from 25 to 44 years old - makes up more than 50% of all users of My World. Another interesting segment is children from 9 to 15 years old, who have increased activity, have a large number of friends and also willingly buy virtual goods.

However, this does not mean that it is necessary to develop the next “farm”, which practically does not differ from the existing dozen of similar applications. Do you remember that we encourage apps that give our users new sensations and emotions? Use this data to enter the market with original ideas.

Always yours, Platform@Mail.Ru team