New Study Reveals Mobile Virtual Goods Purchasing Behavior of Different U.S. Ethnicities

BOSTON – (September 9, 2011) – MocoSpace today announced results from a new study on virtual goods purchases of Americans by ethnicity. The data was collected during June 2011 by looking at anonymous data of 40,000 mobile social gamers on the MocoSpace platform. The findings demonstrate that consumer markets vary in their spending habits within mobile social games.

The report found that Caucasians and African Americans over-index on virtual goods spending. Caucasians, which made up 18 percent of surveyed users, made 26 percent of virtual goods purchases. African Americans, which comprised 36 percent of surveyed respondents, made up 38 percent of purchases, a slight over-index.

By comparison, Hispanics, which comprised 31 percent of surveyed respondents, were responsible for 21 percent of virtual goods purchases.

Asian Americans, Native Americans and Pacific Islanders spent their fair share. Each group accounted for roughly 4 percent of virtual goods purchases and each made up 4 percent of the respondent base.

As background, virtual goods are a primary revenue source for free-to-play mobile games, including MocoSpace games. The report analyzed virtual goods bought in game using the company’s virtual currency.

“Virtual goods have now become such a mainstream business that it makes sense to really start segmenting it. We’ve started to sort our data by a number of criteria, including ethnicity and gender. Over time, this sort of information will change how mobile game developers and publishers create content and market their titles, something that is already happening in console and online gaming industry,” said MocoSpace CEO Justin Siegel.

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About MocoSpace

MocoSpace is the largest entertainment destination on the mobile Internet, with over 20 million registered users generating more than 1 million hours a day of games, music and more! For a young, multicultural, on-the-go generation, MocoSpace is the mobile community of choice for making friends, having fun and staying connected. MocoSpace is free and available on any Web-enabled mobile phone in the world. Launched in 2005, MocoSpace is based in Boston, Mass., and is backed by General Catalyst and Softbank Capital. For more information, visit

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