Rating: Survey finds significant increase in appetite for games on phones
PopCap Games has announced the results of a new survey which found large increases in overall usage and frequency of mobile game playing among USA and UK adults. The survey, conducted by Information Solutions Group, also found that among mobile phone gamers, the mobile phone is now the primary gaming device of choice, leapfrogging video game consoles and personal computers in less than two years. Further, ‘smartphone’ owners (the fastest-growing mobile segment) are by far the most avid consumers of mobile phone games. These and other purchase and consumption trends identified in the survey suggest significant growth in the mobile games sector will continue for the foreseeable future.
Overall, more than half (52 per cent) of the 2,425 survey respondents said they had played a game on a mobile phone at some time in the past; 73 per cent of UK respondents said they had played a mobile phone game at least once, compared to 44 per cent of USA residents surveyed.
A portion of those UK respondents appear to have been one-time users, as most other usage data found similar activity and trends across the countries.
33.6 per cent of all adults in America and the United Kingdom have played a game on their mobile phone handset in the past month, qualifying them as “mobile phone gamers” for the purposes of the survey, and nearly a quarter (24.6 per cent) have played in the past week, qualifying them as “avid mobile phone gamers.”
Fully 83 per cent of mobile phone gamers who own a smartphone said they’d played in the past week.
“Mobile games are, along with social games, the hottest sector of the video game industry by far,” stated Dennis Ryan, executive vp of Worldwide Publishing at PopCap, which derives nearly a third of its overall revenues from sales of mobile mega-hits like Bejeweled and Plants vs. Zombies.
As more people purchase smartphones and the entire process of finding, purchasing and playing mobile games becomes as simple as browsing the internet, the mobile games market is going to accelerate even more.”
In May 2009, ISG conducted a similar study of mobile gamers on behalf of PopCap, specifically targeting AT&T mobile customers; where applicable, historical data from that earlier survey is presented below along with data from the newly completed survey.
Complete results of the new survey can be found here.
This international research was conducted by Information Solutions Group exclusively for PopCap Games. The results are based on 2,425 online surveys completed by members of the world’s largest online ePanel (Toluna) in the United States and United Kingdom between January 25 and January 31, 2011.