Roblox users make purchases in-game and in real life
A new survey indicates most Roblox users spend money on the platform, which often translates into physical purchasing.
Global strategy firm Altman Solmon recently surveyed more than 1,000 consumers around the world (including from the U.S.) and found 88% of them were familiar with Roblox. Among this segment of familiar respondents, 53% actively use the platform, gaming on average seven hours per week.
Since 2015, Roblox's in-game currency Robux has allowed users to spend money on the platform. Survey findings show that among current Roblox users, 93% have spent money on the platform and 65% spend Robux on a daily or weekly basis.
Close to six-in-10 (57%) Roblox users report spending in-game on power-ups or in-game boosts, 56% spend on avatar upgrades and in-game items like skins or objects, and 43% spend on access to premium content.
When it comes to motivation for in-game spending, nearly half of respondents that make virtual purchases with Robux do so to improve gameplay or chances of winning, followed by creative self-expression (44%).
Among respondents who spend money on Roblox, more than half (52%) also spend on real-world products linked to their character in the Roblox universe. Top physical product categories inspired by Roblox include clothing and accessories (34%), followed by toys and collectibles (31%).
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Top motivations for spending money on real-world purchases related to Roblox include a love for the games and/or avatars (33%), followed by influence from social media or YouTube (19%), and endorsement from friends or influencers (18%).
In addition, 75% of respondents who are current Roblox gamers reported being likely to buy media related to their favorite game. Seventy-eight percent would be interested in engaging with their favorite Roblox brands off the platform (on console, YouTube, or mobile). .
Altman Solon surveyed more than 1,000 global respondents on their knowledge of and engagement with Roblox, as well as on and off-platform spending, cross-media spending motivations, and cross-platform Roblox brand and engagement motivations. Respondents were located in the U.S., Canada, the U.K., France, Mexico, Brazil, Saudi Arabia, South Africa, India and Japan, and were representative across age, gender and geography.
