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Mobile Gaming Trends - UK Insights by Comscore
 

Mobile Gaming Trends - UK Insights by Comscore

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MMA event - Wednesday 17th July 2013 - London

MMA event - Wednesday 17th July 2013 - London

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    Mobile Gaming Trends - UK Insights by Comscore Mobile Gaming Trends - UK Insights by Comscore Presentation Transcript

    • © comScore, Inc. Proprietary. 1 Hesham Al-Jehani Product Manager Mobile Europe | 17th July 2013 hal-jehani@comscore.com MOBILE GAMING TRENDS UK INSIGHTS
    • © comScore, Inc. Proprietary. 2 45 33 25 22 21 21 21 20 20 18 15 15 13 13 11 11 10 10 SMS Camera Email SocialNetworking Weather News Search PhotoMessaging Games IM Music Maps Sports TV/Video Reference Banking Photo/Videosharing Onlineretail Source: MobiLens™. Data based on 3 month moving average to April 2013, UK Mobile Gaming 9th Most Popular Activity on Mobile Phones Not Much Separates Mobile Gaming From Social Media Most popular mobile phone activities excluding voice (millions)
    • © comScore, Inc. Proprietary. 3 Source: MobiLens™. Data based on 3 month moving average to April 2013, UK Steady Growth In Mobile Gaming With Volume of Daily Gamers Rising Fastest - 2 4 6 8 10 12 14 16 18 20 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13 Mar-13 Monthly Daily +31% Mobile gamers Jan 2011 to April 2013 (millions) +92%
    • © comScore, Inc. Proprietary. 4 5 7 14 10 6 4 5 8 14 12 7 7 AGE 13-17 18-24 25-34 35-44 45-54 55+ 6 9 13 10 7 6 5 9 11 10 7 8 AGE 13-17 18-24 25-34 35-44 45-54 55+ Source: MobiLens™. Data based on 3 month moving average to April 2013, UK Ratio Of Male to Female Gamers Evenly Balanced But Slightly More Female Daily Gamers 51 % 49 % Mobile gamers by age and gender Mobile gamers by age and gender 48 % 52 % Total Gamers - 20.0 million Almost Daily Gamers - 6.2 million
    • © comScore, Inc. Proprietary. 5 64% 45% 33% 27% 23% 18% 18% 5% Home: living room Home: bedroom Commuting Work Home: bathroom / toilet Home: kitchen Queuing At college / school Source: MMA GMI Custom Survey Data based on 1000 panel for June 2013 Almost Two Thirds of Mobile Gamers Play In The Living Room A Third Play Whilst Commuting Mobile gamers by age and gender Location when playing mobile games At home Outside home
    • © comScore, Inc. Proprietary. 6 Source: MobiLens™. Data based on 3 month moving average to April 2013, UK 4 Million Mobile Gamers Play Whilst Watching TV And They’re More Likely To Be Female 60 70 80 90 100 110 120 130 140 Male 55+ Male 45-54 Male 13-17 Male 35-44 Female 55+ Female 45-54 Male 25-34 Female 13-17 Male 18-24 Female 35-44 Female 25-34 Female 18-24 Propensity to play games whilst watching TV by age and gender (index) 56% of Second Screen mobile gamers are women 25-34 Yr Old Female demographic largest segment - 0.6 M or 15% of total. Followed by 35-44 Female- 0.5 M
    • © comScore, Inc. Proprietary. 7 Source: MobiLens™. Data based on 3 month moving average to April 2013, UK Over 8 Million Users Download Games - Up 45% On 18 Month Trend Gamers Who Purchase Games Down 11% - 1 2 3 4 5 6 7 8 9 Oct-11 Dec-11 Feb-12 Apr-12 Jun-12 Aug-12 Oct-12 Dec-12 Feb-13 Apr-13 Purchased games Free games +64% Gamers that download in month (millions) -11%
    • © comScore, Inc. Proprietary. 8 Apple 55%Google 28% Microsoft 4% BB 4% Other 9% Source: MobiLens™. Data based on 3 month moving average to April 2013, UK iPhone Mobile Gamers Dominate Purchased Game Category Google 48% Apple 40% Microsoft 5% BB 3% Other 4% 1.3 Million gamers purchase games 6.8 Million gamers download free games Users who download purchased and free games by platform
    • © comScore, Inc. Proprietary. 9 Source: MobiLens™. Data based on 3 month moving average to April 2013, UK 2.2 Million Mobile Gamers Make in-Game Purchases - Up 51% on 18 Month Trend - 1 2 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Apr-13 Gamers that make in-game purchases (millions) +51% Cash, points, or tokens 48% Virtual goods 26% Upgrades 24% Gifts 2% Type of in-game purchases (%)
    • © comScore, Inc. Proprietary. 10 7 14 25 11 3 2 4 9 12 8 4 2 AGE 13-17 18-24 25-34 35-44 45-54 55+ Source: MobiLens™. Data based on 3 month moving average to April 2013, UK Majority of In-Game Purchasers Are Male Gamers that make in-game purchases by age, gender and platform (%) 62 % 38 % Apple 53% Google 36% BB 5% Microsoft 3% Other 2%
    • © comScore, Inc. Proprietary. 11 One 28% Two 34% Three 21% Four 6% Five + 11% Majority of Mobile Gamers Play One or Two Games In Any Month 30 minutes 33% 1 hour 24% 3 hours 20% 5 hours 10% 10 hours 6% >10 hours 7% Number of mobile games played and time spent # mobile games played in a month Time spent playing mobile games in a week Source: MMA GMI Custom Survey Data based on 1000 panel for June 2013
    • © comScore, Inc. Proprietary. 12 40% of Smartphone Gamers Recall Seeing In-Game Ads Mobile Gamers Show a Higher Propensity to Recall Seeing And Tapping on In-Game Ads Source: MobiLens™. Data based on 3 month moving average to April 2013, UK
    • © comScore, Inc. Proprietary. 13 Source: MobiLens™. Data based on 3 month moving average to April 2013, UK 7% of Smartphone Gamers Tap on In-Game Ads 40% 7% 18% 29% 4% 15% Saw Ad Tapped on Ad Conversion In Game In App/Browser Smartphone users who recall seeing and tapping on mobile ads (%)
    • © comScore, Inc. Proprietary. 14 §  Mobile gaming continues to grow in popularity among male and female audiences alike §  The living room is the most popular mobile gaming venue §  An opportunity exists to target second screen mobile gamers §  Fewer gamers are paying for game downloads and revenues increasingly dependent on advertising and in-game purchases §  Smartphone gamers have a higher recollection of seeing in game ads and tapping on ads than users of apps and internet browsers Summary
    • © comScore, Inc. Proprietary. 15 Thank you © comScore, Inc. Email: worldpress@comscore.com Follow us on Twitter: @comScoreEMEA Follow us on Facebook: facebook.com/comscoreinc