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PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
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PlayFirst Study: Tablet And Smartphone Gaming Trends

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Results of a study that PlayFirst and Frank N. Magid Associates conducted that shows how tablet is emerging as a premium gaming platform. Visit PlayFirst's site at http://www.playfirst.com

Results of a study that PlayFirst and Frank N. Magid Associates conducted that shows how tablet is emerging as a premium gaming platform. Visit PlayFirst's site at http://www.playfirst.com

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  • 1. Tablet And Smartphone Gaming Trends CONFIDENTIAL AND PROPRIETARY © 2012 by Frank N. Magid Associates, Inc. Any duplication, reproduction, or usage of this document or any portion thereof without the written consent of the firm is prohibited.
  • 2. Magid Media Futures™ Study Methodology  Consulting service for Magid clients to help analyze, determine, and implement product and marketing strategies  Nationally representative online survey of 2,540 people, between the ages of 8 and 64. The sample is matched to the US Census. The study evaluates attitudes and behaviors of media and entertainment consumers.  Data was collected from March 19 through March 26, 2012.  A high quality online research panel and data collection firm was used for recruitment and data collection.1 © 2012 Frank N. Magid Associates, Inc.
  • 3. The Major Trends In Tablet And Smartphone Gaming 2012  Tablet and games are made for each other: The average tablet gamer downloaded 20+ games last year, paying for 7 of the games.  Games are the top monetizable content on tablet: The tablet has become TV Jr. in the home and games are at the center of the entertainment ecosystem on tablet.  iOS remains premium platform for game audiences on tablet: iOS gamers on tablet and smartphone are more likely to play games, purchase games and buy in-game virtual goods.  In-game virtual good spending on tablet leads the way: The average in-game virtual good spender on tablet spent $62 versus $25 from the average in-game virtual good spender on smartphone, showing again the emergence of tablet as the premium game platform for monetization on mobile.  Game downloads up 30%+ on smartphone from last year: Year-to-year trends show game downloads increasing on smartphone platform, with free-to-play downloads increasing significantly.  iOS leads in smartphone gaming: The iPhone user is most likely to play and pay for games on smartphone.  Tablet gaming with continue to grow among installed base year-to-year: A third of all tablet users next year will likely be PAID tablet gamers, an enormous platform gone mainstream. 2 © 2012 Frank N. Magid Associates, Inc.
  • 4. Tablet Gaming3 © 2012 Frank N. Magid Associates, Inc.
  • 5. Playing Games Is Now The #2 Most Popular Activity Done On Tablets, Only Behind Accessing The Internet Which of the following things do you do regularly (at least once per week) on your wireless tablet? Select all that apply. Access the Internet 67% Play games 61% Check personal email 60% Watch video 54% Use social networks 53% Listen to music 51% Get weather information 49% Download and use apps 48% Read books 42% Get local news 41% MMF 2012. Base: Those who own/use a tablet N=710 Q7.8 Which of the following things do you do regularly (at least once per week) on your wireless4 tablet? Select all that apply. (RANDOMIZE 1-25) © 2012 Frank N. Magid Associates, Inc.
  • 6. Games Are The Top Monetizable Content Category Found On Tablet On Mobile Web In-App 25% Games 15% Games Music Music Movies Books Books 10% TV shows Movies Video Magazines Shopping TV shows Magazines Video Newspapers Sports MMF 2012. Base: Those who own/use a tablet and access content N=6925 Q7.10A What types of wireless tablet content have you paid for? Select all that apply. © 2012 Frank N. Magid Associates, Inc.
  • 7. Average Tablet Gamer Downloaded 20+ Games In The Last Year Free tablet games Paid tablet games 38% Mean: 15 free tablet games download in the last year Mean: 7 paid tablet games download in the last year 25% 21% 17% 15% 13% 12%12% 11% 8% 8% 7% 6% 4% 3% 2% 0 1-2 3-4 5-9 10-14 15-19 20-30 31+ MMF 2012. Base: Those who own/use a tablet and play games regularly N=378 Q7.16 How many free tablet games have you downloaded in the last year?6 Q7.17 How many paid tablet games have you downloaded in the last year? © 2012 Frank N. Magid Associates, Inc.
  • 8. iOS Tablet Users More Likely To Consume Paid Content iOS tablet users Android tablet users 32% iOS Paid Mean: 10 paid tablet games download in the last year 28% Android Paid Mean: 7 paid tablet games downloaded in the last year 23% 20% 14% 13%13% 13% 10% 9% 8% 7% 5% 3% 2% 1% 0 1-2 3-4 5-9 10-14 15-19 20-30 31+ MMF 2012. Base: Those who own/use a tablet and play games regularly iOS user N=174; Android user N=164 Q7.16 How many free tablet games have you downloaded in the last year?7 Q7.17 How many paid tablet games have you downloaded in the last year? © 2012 Frank N. Magid Associates, Inc.
  • 9. Demographic Breaks: Tablet Users And Paid Gamers Against Total Internet Population In The United States 8-64 % Total Mention Paid download Tablet users (composition) tablet gamers N-Size 2540 758 198 Male 49% 56% 57% Female 51% 44% 43% 8-11 7% 6% 9% 12-17 10% 11% 11% 18-24 13% 15% 13% 25-34 18% 28% 29% 35-44 18% 21% 23% 45-54 19% 13% 11% 55-64 16% 7% 5% iOS -- 52% 63% Android -- 51% 57%8 © 2012 Frank N. Magid Associates, Inc.
  • 10. Future Of Paid Tablet Games 2012 tablet paid game downloaders: 26% 2013 projected tablet paid game downloaders: 31% Do you intend to play games on your tablet in the Purchase tablet games in next 12 months? next 12 months? Yes No Maybe Not sure Yes No Dont know/not sure 6% 22% 34% 21% 48% 24% 45% MMF 2012. Base: Those who have not played games on their tablet N=332 Those who did not pay for tablet games in the past year N=1809 Q7.19 Do you intend to buy any tablet games in the next 12 months? © 2012 Frank N. Magid Associates, Inc.
  • 11. 23% Of Tablet Gamers Are Paying For Virtual Goods Averaging $62 Per Spender % Who have bought digital/virtual goods for tablet About how much did you spend in total on digital or virtual goods in games on your tablet in the last 28% 26% 12 months $0 6% Yes No Dont know/not sure $1-$5 13% Mean virtual good spent on tablet: $62 $6-$10 6% 5% $11-$20 13% $21-$30 17% 23% $31-$50 22% $51-$100 8% $101-$150 8% 72% $151+ 8% 0% 20% 40% 60% MMF 2012. Base: Those who own/use a tablet and play games regularly N=378 Q7.21 Have you ever bought digital or virtual goods in games on your tablet? Q7.22 About how much did you spend in total on digital or virtual goods in games on your10 tablet in the last 12 months? © 2012 Frank N. Magid Associates, Inc.
  • 12. Smartphone Gaming11 © 2012 Frank N. Magid Associates, Inc.
  • 13. Almost Half Of Smartphone Users Play Games Regularly On Their Mobile Phone Which of the following things do you do regularly (at least once per week) on your wireless tablet? Select all that apply. Access the Internet 59% Check personal email 58% Use social networks 48% Get weather information 47% Listen to music 46% Play games 43% Download and use apps 39% Send instant messages 36% Watch video 31% 52% iPhone Get local news 29% 42% Android MMF 2012. Base: Smartphone owner N=1107 Q169 Which of the following things do you do regularly (at least once a week) on your mobile phone?12 Select all that apply. © 2012 Frank N. Magid Associates, Inc.
  • 14. App Based Games Are Top Monetizable Content On Smartphones On Mobile Web In-App 15% Games Music Music 5% Games Movies TV shows Video Video Email Books TV shows Weather Books Maps 2% MMF 2012. Base: Those who own/use a smartphone and access content N=99213 Q188.5 What types of mobile content have you paid for? Select all that apply. © 2012 Frank N. Magid Associates, Inc.
  • 15. Average Smartphone Gamer Downloaded 10+ Games Last Year Free smartphone games Paid smartphone games 2012 Mean:11 free smartphone games download in the last year 58% 2012 Mean: 2 paid smartphone games download in the last year 14 free, 3 paid for iPhone gamers 10 free, 2 paid for Android gamers 21% 18% 19% 16% 14% 13% 7% 8% 8% 5% 5% 6% 1% 1% 1% 0 1-2 3-4 5-9 10-14 15-19 20-30 31+ MMF 2012. Base: Those who own a smartphone and play games regularly N=314 Q180 How many free smartphone games have you downloaded in the last year?14 Q180.1 How many paid smartphone games have you downloaded in the last year? © 2012 Frank N. Magid Associates, Inc.
  • 16. Smartphone Gamers Increase Downloads In Last 12 Months Smartphone gamers (% of Respondents) 2012: 13 Smartphone games 2011: 10 Smartphone games Free Paid 11 7 3 2 2011 2012 MMF 2012. Base: Those who own a smartphone and play games regularly N=314 Q180 How many free smartphone games have you downloaded in the last year?15 Q180.1 How many paid smartphone games have you downloaded in the last year? © 2012 Frank N. Magid Associates, Inc.
  • 17. Demographic Breaks: Smartphone Users And Paid Gamers Against Total Internet Population In The United States 8-64 % Total Mention Paid download Smartphone users (composition) smartphone gamers N-Size 2540 1107 167 Male 49% 52% 52% Female 51% 48% 48% 8-11 7% 4% 4% 12-17 10% 9% 14% 18-24 13% 18% 22% 25-34 18% 26% 27% 35-44 18% 21% 24% 45-54 19% 15% 6% 55-64 16% 8% 2% iOS -- 35% 55% Android -- 46% 35%16 © 2012 Frank N. Magid Associates, Inc.
  • 18. Future Of Paid Smartphone Games 2012 smartphone paid game downloaders: 15% 2013 projected smartphone paid game downloaders: 19% Intentions of purchasing smartphone games Purchase smartphone games in next 12 months? in the next 12 months Yes No Dont know/not sure 54% 23% 10% 17% 17% 11% More Less Same Not sure 67% amount MMF 2012. Base: Those who have downloaded paid games in the last year on their smartphone N=167 Q181 Do you intend to buy more, less or the same amount of smartphone games in the next 12 months? Base: Those who have not downloaded paid games in the last year N=48417 Q182 Do you intend to buy any smartphone games in the next 12 months? © 2012 Frank N. Magid Associates, Inc.
  • 19. Half Of Non-Current Gamers On Smartphones Plan Or Are Considering To Play Games In the Next 12 Months On Their Phones Yes No Maybe Not sure 9% 28% 28% 35% MMF 2012. Base: Those who have not played games on their smartphone N=290 Q183 Do you intend to play games on your smartphone in the next 12 months?18 © 2012 Frank N. Magid Associates, Inc.
  • 20. iPhone Non-Gamers Have a Greater Interest in Playing Games on Smartphones in the Next 12 Months than Current Android Non-Gamers Intent to Play Games on Smartphone in Next 12 Months iOS Android 46% 37% 33% 28% 24% 18% 9% 6% Yes No Maybe Not Sure MMF 2012. Base: iPhone Users N=65; Android Users N=11219 Q183 Do you intend to play games on your smartphone in the next 12 months? © 2012 Frank N. Magid Associates, Inc.
  • 21. 14% Of Smartphone Gamers Are Paying For Virtual Goods Averaging $25 Per Spender% Who have bought digital/virtual goods for smartphone About how much did you spend in total on digital or virtual goods in games on your smartphone in the last 12 months? 18% 11% $0 5% $1-$5 27% Yes No Dont know/not sure 4% $6-$10 27% Mean virtual good spend on $11-$20 14% smartphone: 14% $25 $21-$30 5% $31-$50 11% $51-$100 8% $101+ 3% 82% 0% 20% 40% 60% MMF 2012. Base: Those who own a smartphone and play games regularly N=314 Q184 Have you ever bought digital or virtual goods in games on your smartphone? Q185 About how much did you spend in total on digital or virtual goods in games on your 20 smartphone in the last 12 months? © 2012 Frank N. Magid Associates, Inc.
  • 22. The Magid Pedigree  Who We Are Frank N. Magid Associates, Inc. is a leading research-based consulting firm with expertise in media, communications and entertainment.  Fifty Years and Counting: Since our first engagement with a local television station 50 years ago, we have been at the forefront of innovation in the media, entertainment and communications industries.  Coverage of Multiple Media Platforms: We boast robust practices across all media platforms including print, broadcast and cable television, the Web, gaming and wireless.  Exceptionally Qualified Team: Our team possesses PhDs and Master’s degrees in statistics, marketing, media, engineering, journalism, anthropology, sociology, strategic communications and business, including analysts with advanced capabilities in qualitative and quantitative research methodologies.  Experienced Strategic Consultants: Our strategic consultants include past operators in the print, television, Web, gaming and mobile industries.  Global Coverage: Our team of 150 professionals operates out of offices in Minneapolis, Mumbai, New York, Los Angeles, San Francisco, Chicago, Atlanta, Dallas and Cedar Rapids. Magid’s global network of partners extends across 44 countries to support our portfolio of international clients. Mike Vorhaus President, Magid Advisors mvorhaus@magid.com Andrew Hare Senior Research Analyst ahare@magid.com21 © 2012 Frank N. Magid Associates, Inc.

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