Mobile Gaming - US - October 2013
The mobile gaming sector is new, widespread, and growing. Non-traditional demographics have taken to mobile gaming. App store listings and gaining good reviews at app stores are critical, and game makers exploring the optimum way to monetize of their product must keep in mind the increased likelihood of download if the game is free and the already proven in-game spend model.
Browse Full Report With TOC: http://www.marketresearchreports.biz/analysis-details/mobile-gaming-us-october-2013
Table of Content
Scope and Themes
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Game genres
Game platforms
Other terms
Executive Summary
Market factors
Consumers flocking to smartphones and tablets
More than half likely to play a mobile game in a typical week
Figure 1: Frequency of gaming activity, by platform, September 2013
The consumer
Making money from “free” games
Figure 2: Average number of (free vs. paid) mobile apps downloads and deletions in the past month, September 2013
App store browsing an important factor in app discovery
Figure 3: Mobile gamers’ attitudes toward app stores, by gender and age, August 2013
More time spent on tablets for mobile gaming
Figure 4: Frequency of mobile gaming in a typical week, by primary mobile gaming device, September 2013
Mobile gaming slightly more often played at home, most notably among females and younger gamers
Figure 5: Mobile gaming activity at home vs. on-the-go, by gender and age, September 2013
“Spread the word” more
Figure 6: Number of game titles played in the past week on cell phone/tablet, by genre, by gender, August 2013
Despite trend toward social gaming, solo gaming remains prevalent
Figure 7: Attitudes toward playing mobile games by themselves vs. with others, by gender and age, September 2013
Seamless integration between platforms for gaming\'s core demographic
Figure 8: Mobile gamers’ attitudes toward gaming experience and plan to purchase the next generation consoles within the next 24 months, by gender and age, September 2013
Women particularly influenced by friends, family to download games
Figure 9: Social and advertising influence around game apps, by gender, September 2013
A third of mobile gamers see ads in games, but most are averse to ads in paid games
Figure 10: Attitudes toward ads on mobile games, by genre played, August 2013
What we think
Browse Full Report With TOC: http://www.marketresearchreports.biz/sample/sample/178525
Issues and Insights
Catching the wind of change in mobile gaming
The issues
The implications
“Why Buy” outlooks affect monetization
The issues
The implications
Trend Applications
Inspire Trend: Why Buy
Inspire Trend: Attention Economy
Mintel Futures: Access Anything, Anywhere
Market Drivers
Key points
High smartphone and tablet penetration
App stores/downloads
Minority’s growing population and disposable income favorable to mobile gaming
Figure 11: Population, by race/Hispanic origin, 2008-18
Competitive Context
Key points
Competition with other gaming platforms
Overview
Figure 12: Frequency of gaming activity, by platform, September 2013
Online games
PC games
Home-console games
Portable-console games
Smartphones and tablet content usage
Figure 13: Selected mobile activities in U.S., by smartphone vs. tablet users, December 2012
Leading Players
Key points
App stores
Overview
Apple’s App Store
Google Play
Amazon Appstore
Game developers
Overview
Supercell
Rovio’s Angry Birds
Electronic Arts (EA)
Innovations and Innovators
Never-ending challenges through frequent app updates spur addiction
Gaming with friends
Unisex and female-oriented gaming
Mobile storytelling
Mobile app for parents and children
Mobile Gaming Activity
Key points
Parity between the genders in mobile gaming; Millennials core to the market
Figure 14: Frequency of mobile gaming activity, by gender and age, September 2013
Figure 15: Mobile gaming activity now compared to the past 12 months, by gender and age, September 2013
The highest and the lowest income groups most likely to devote time to mobile gaming
Figure 16: Frequency of mobile gaming activity, by household income, September 2013
Figure 17: Mobile gaming activity now compared to the past 12 months, by household income, September 2013
Mobile gamers’ other gaming activity
Figure 18: Frequency of mobile gamers’ gaming activity on other platforms in a typical week, September 2013
Primary Mobile Gaming Device
Key points
Mobile OS: smartphone vs. tablet
Smartphone most likely the main platform for mobile gaming; tablet use on the rise
Male mobile gamers prefer Android
Figure 19: Primary mobile gaming device, tablet and smartphone by OS, by gender, September 2013
Millennial gamers most likely to play on smartphones, Boomers overindex on tablets
Figure 20: Primary mobile gaming device, tablet and smartphone by OS, by age, September 2013
Little difference in frequency of game play on tablets vs. smartphones
Figure 21: Frequency of mobile gaming in a typical week, by primary mobile gaming device, September 2013
Other gaming platforms
More than half of mobile gamers likely to play five types of games in a typical weeks
Figure 22: Number of game platforms played by mobile gamers, September 2013
Most are satisfied with their mobile gaming experience
Figure 23: Mobile gamers’ attitudes toward gaming experience – an extension of other games platforms and connection to larger screen, by gender and age, September 2013
To Get Download Full Report with TOC: http://www.marketresearchreports.biz/analysis/178525
Mobile Gaming Activity At Home vs. On-the-go
Key points
Mobile gaming more frequently played at home, particularly by women and younger gamers
Figure 24: Mobile gaming activity at home vs. on-the-go, by gender and age, September 2013
Android and Kindle Fire tablet mobile gameplay pointers at home
Figure 25: Mobile gaming activity at home vs. on-the-go, by primary gaming device by mobile OS, September 2013
Genres Played
Key points
Mobile games played in the past week by genres
Action, strategy, and adventure games most likely played in the past week
Figure 26: Number of game titles played in the past week on cell phone/tablet, by genre, August 2013
Figure 27: Types of game genres played in the past week on cell phone/tablet, by game genres played, August 2013
Male mobile gamers play more game genre titles than women
Figure 28: Number of game titles played in the past week on cell phone/tablet, by genre, by gender, August 2013
Likelihood of having played a particular genre, number of titles played correlates with youth and income
Figure 29: Incidence of playing each genre and number of game titles played in the past week on cell phone/tablet, by age, August 2013
Figure 30: Incidence of playing each genre and number of game titles played in the past week on cell phone/tablet, by household income, August 2013
Opportunities in game genres
Little difference in most genres played at home vs. on-the-go
Figure 31: Mobile gaming activity at home vs. on-the-go, by genre of games played in the past week, August 2013
Different discovery process necessitates social approach and creative ads
Figure 32: Recommending mobile games to others and ways of learning about mobile games, by genre of games played in the past week, August 2013
Game App Downloads and Deletions
Key points
Free game downloads far exceed paid; significant level of deletion
Figure 33: Average number of (free vs. paid) mobile apps downloads and deletions in the past month, September 2013
Game downloads largely on tablets
Figure 34: Free vs. paid mobile apps downloads and deletions in the past month, by primary mobile gaming device, September 2013
Frequent mobile gamers average four free and two paid downloads per month
Figure 35: Average number of (free vs. paid) game apps downloads and deletions in the past month, by level of mobile gaming, September 2013
Men more active in downloading and deleting
Figure 36: Average number of (free vs. paid) game apps downloads and deletions in the past month, by gender, September 2013
Paid game downloads purview of younger gamers
Figure 37: Average number of (free vs. paid) game apps downloads and deletions in the past month, by age, September 2013
Social vs. Advertising Influence on Game Apps
Key points
From and for peer promotion
Figure 38: Recommending mobile games to others and ways of learning about mobile games, by (free vs. paid) app downloads and deletions, September 2013
Greater social influence for women; in-game ads likely for men
Figure 39: Recommending mobile games to others and ways of learning about mobile games, by gender, September 2013
Viral marketing orienting toward Millennials
Figure 40: Recommending mobile games to others and ways of learning about mobile games, by age, September 2013
Attitudes to App Stores and Paying for Mobile Games
Key points
Discovery process, purchases, and payment methods
App-store browsing an important factor in app discovery
Figure 41: Mobile gamers’ occasions for going to app stores, by gender and age, August 2013
Younger demographics and men more receptive to paying for mobile games
Figure 42: Mobile gamers’ attitudes toward game downloading and buying, by gender and age, August 2013
Payment method for in-app store purchases
Figure 43: Mobile gamers’ attitudes toward payment method for in-app purchases, by household income, August 2013
Securing downloads in the app store, game retention after download
Figure 44: Mobile gamers’ attitudes toward game downloading and buying, by free vs. paid game app downloads, August 2013
Figure 45: Mobile gamers’ attitudes toward game downloading and buying, by level of mobile gamers, August 2013
Figure 46: Mobile gamers’ attitudes toward game downloading and buying, by genre of games played, August 2013
Attitudes Toward Mobile Gaming
Key points
Individual gaming remains prevalent
Figure 47: Attitudes toward playing mobile games by themselves vs. with others, by gender and age, September 2013
Seamless integration between platforms
Figure 48: Mobile gamers’ attitudes toward gaming experience and plans to purchase the next-generation consoles within the next 24 months, by gender and age, September 2013
Figure 49: Mobile gamers’ attitudes toward gaming experience and plan to purchase the next-generation consoles within the next 24 months, by household income, September 2013
Attitudes Toward Advertising on Mobile Games
Key points
One third of mobile gamers accustomed to ads, but most averse to ads in paid games
Figure 50: Attitudes toward ads on mobile games, by game genres, August 2013
Millennials most likely to have been exposed to ads in mobile games
Figure 51: Attitudes toward ads on mobile games, by age, August 2013
Impact of Race and Hispanic Origin
Key points
Mobile gaming: frequency and game play at home vs. on-the-go
Figure 52: Mobile gamers’ frequency of play on mobile gaming, by race/Hispanic origin, September 2013
Figure 53: Mobile gaming activity at home vs. on-the-go, by race/Hispanic origin, September 2013
Asians highly engaged in mobile gaming
Figure 54: Primary mobile gaming device, tablet and smartphone by OS, by race/Hispanic origin, September 2013
Genres played
Figure 55: Incidence of playing each genre and number of game titles played in the past week on cell phone/tablet, by race/Hispanic origin, August 2013
Game downloads (free vs. paid) and deletions
Figure 56: Average number of (free vs. paid) game apps downloads and deletions in the past month, by race/Hispanic origin, September 2013
Mobile games for children popular among Hispanics
Figure 57: Attitudes toward mobile game downloads for children, by race/Hispanic origin, September 2013
Blacks more responsive to ads, Hispanics more likely to see ads
Figure 58: Attitudes toward ads on mobile games, by race/Hispanic origin, August 2013
Appendix – Other Useful Consumer Tables
Contact US:
Office: United States
State Tower
90 State Street, Suite 700
Albany, NY 12207
Tel: +1-518-618-1030
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The mobile gaming sector is new, widespread, and growing. Non-traditional demographics have taken to mobile gaming. App store listings and gaining good reviews at app stores are critical, and game makers exploring the optimum way to monetize of their product must keep in mind the increased likelihood of download if the game is free and the already proven in-game spend model.
Browse Full Report With TOC: http://www.marketresearchreports.biz/analysis-details/mobile-gaming-us-october-2013
Table of Content
Scope and Themes
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Game genres
Game platforms
Other terms
Executive Summary
Market factors
Consumers flocking to smartphones and tablets
More than half likely to play a mobile game in a typical week
Figure 1: Frequency of gaming activity, by platform, September 2013
The consumer
Making money from “free” games
Figure 2: Average number of (free vs. paid) mobile apps downloads and deletions in the past month, September 2013
App store browsing an important factor in app discovery
Figure 3: Mobile gamers’ attitudes toward app stores, by gender and age, August 2013
More time spent on tablets for mobile gaming
Figure 4: Frequency of mobile gaming in a typical week, by primary mobile gaming device, September 2013
Mobile gaming slightly more often played at home, most notably among females and younger gamers
Figure 5: Mobile gaming activity at home vs. on-the-go, by gender and age, September 2013
“Spread the word” more
Figure 6: Number of game titles played in the past week on cell phone/tablet, by genre, by gender, August 2013
Despite trend toward social gaming, solo gaming remains prevalent
Figure 7: Attitudes toward playing mobile games by themselves vs. with others, by gender and age, September 2013
Seamless integration between platforms for gaming\'s core demographic
Figure 8: Mobile gamers’ attitudes toward gaming experience and plan to purchase the next generation consoles within the next 24 months, by gender and age, September 2013
Women particularly influenced by friends, family to download games
Figure 9: Social and advertising influence around game apps, by gender, September 2013
A third of mobile gamers see ads in games, but most are averse to ads in paid games
Figure 10: Attitudes toward ads on mobile games, by genre played, August 2013
What we think
Browse Full Report With TOC: http://www.marketresearchreports.biz/sample/sample/178525
Issues and Insights
Catching the wind of change in mobile gaming
The issues
The implications
“Why Buy” outlooks affect monetization
The issues
The implications
Trend Applications
Inspire Trend: Why Buy
Inspire Trend: Attention Economy
Mintel Futures: Access Anything, Anywhere
Market Drivers
Key points
High smartphone and tablet penetration
App stores/downloads
Minority’s growing population and disposable income favorable to mobile gaming
Figure 11: Population, by race/Hispanic origin, 2008-18
Competitive Context
Key points
Competition with other gaming platforms
Overview
Figure 12: Frequency of gaming activity, by platform, September 2013
Online games
PC games
Home-console games
Portable-console games
Smartphones and tablet content usage
Figure 13: Selected mobile activities in U.S., by smartphone vs. tablet users, December 2012
Leading Players
Key points
App stores
Overview
Apple’s App Store
Google Play
Amazon Appstore
Game developers
Overview
Supercell
Rovio’s Angry Birds
Electronic Arts (EA)
Innovations and Innovators
Never-ending challenges through frequent app updates spur addiction
Gaming with friends
Unisex and female-oriented gaming
Mobile storytelling
Mobile app for parents and children
Mobile Gaming Activity
Key points
Parity between the genders in mobile gaming; Millennials core to the market
Figure 14: Frequency of mobile gaming activity, by gender and age, September 2013
Figure 15: Mobile gaming activity now compared to the past 12 months, by gender and age, September 2013
The highest and the lowest income groups most likely to devote time to mobile gaming
Figure 16: Frequency of mobile gaming activity, by household income, September 2013
Figure 17: Mobile gaming activity now compared to the past 12 months, by household income, September 2013
Mobile gamers’ other gaming activity
Figure 18: Frequency of mobile gamers’ gaming activity on other platforms in a typical week, September 2013
Primary Mobile Gaming Device
Key points
Mobile OS: smartphone vs. tablet
Smartphone most likely the main platform for mobile gaming; tablet use on the rise
Male mobile gamers prefer Android
Figure 19: Primary mobile gaming device, tablet and smartphone by OS, by gender, September 2013
Millennial gamers most likely to play on smartphones, Boomers overindex on tablets
Figure 20: Primary mobile gaming device, tablet and smartphone by OS, by age, September 2013
Little difference in frequency of game play on tablets vs. smartphones
Figure 21: Frequency of mobile gaming in a typical week, by primary mobile gaming device, September 2013
Other gaming platforms
More than half of mobile gamers likely to play five types of games in a typical weeks
Figure 22: Number of game platforms played by mobile gamers, September 2013
Most are satisfied with their mobile gaming experience
Figure 23: Mobile gamers’ attitudes toward gaming experience – an extension of other games platforms and connection to larger screen, by gender and age, September 2013
To Get Download Full Report with TOC: http://www.marketresearchreports.biz/analysis/178525
Mobile Gaming Activity At Home vs. On-the-go
Key points
Mobile gaming more frequently played at home, particularly by women and younger gamers
Figure 24: Mobile gaming activity at home vs. on-the-go, by gender and age, September 2013
Android and Kindle Fire tablet mobile gameplay pointers at home
Figure 25: Mobile gaming activity at home vs. on-the-go, by primary gaming device by mobile OS, September 2013
Genres Played
Key points
Mobile games played in the past week by genres
Action, strategy, and adventure games most likely played in the past week
Figure 26: Number of game titles played in the past week on cell phone/tablet, by genre, August 2013
Figure 27: Types of game genres played in the past week on cell phone/tablet, by game genres played, August 2013
Male mobile gamers play more game genre titles than women
Figure 28: Number of game titles played in the past week on cell phone/tablet, by genre, by gender, August 2013
Likelihood of having played a particular genre, number of titles played correlates with youth and income
Figure 29: Incidence of playing each genre and number of game titles played in the past week on cell phone/tablet, by age, August 2013
Figure 30: Incidence of playing each genre and number of game titles played in the past week on cell phone/tablet, by household income, August 2013
Opportunities in game genres
Little difference in most genres played at home vs. on-the-go
Figure 31: Mobile gaming activity at home vs. on-the-go, by genre of games played in the past week, August 2013
Different discovery process necessitates social approach and creative ads
Figure 32: Recommending mobile games to others and ways of learning about mobile games, by genre of games played in the past week, August 2013
Game App Downloads and Deletions
Key points
Free game downloads far exceed paid; significant level of deletion
Figure 33: Average number of (free vs. paid) mobile apps downloads and deletions in the past month, September 2013
Game downloads largely on tablets
Figure 34: Free vs. paid mobile apps downloads and deletions in the past month, by primary mobile gaming device, September 2013
Frequent mobile gamers average four free and two paid downloads per month
Figure 35: Average number of (free vs. paid) game apps downloads and deletions in the past month, by level of mobile gaming, September 2013
Men more active in downloading and deleting
Figure 36: Average number of (free vs. paid) game apps downloads and deletions in the past month, by gender, September 2013
Paid game downloads purview of younger gamers
Figure 37: Average number of (free vs. paid) game apps downloads and deletions in the past month, by age, September 2013
Social vs. Advertising Influence on Game Apps
Key points
From and for peer promotion
Figure 38: Recommending mobile games to others and ways of learning about mobile games, by (free vs. paid) app downloads and deletions, September 2013
Greater social influence for women; in-game ads likely for men
Figure 39: Recommending mobile games to others and ways of learning about mobile games, by gender, September 2013
Viral marketing orienting toward Millennials
Figure 40: Recommending mobile games to others and ways of learning about mobile games, by age, September 2013
Attitudes to App Stores and Paying for Mobile Games
Key points
Discovery process, purchases, and payment methods
App-store browsing an important factor in app discovery
Figure 41: Mobile gamers’ occasions for going to app stores, by gender and age, August 2013
Younger demographics and men more receptive to paying for mobile games
Figure 42: Mobile gamers’ attitudes toward game downloading and buying, by gender and age, August 2013
Payment method for in-app store purchases
Figure 43: Mobile gamers’ attitudes toward payment method for in-app purchases, by household income, August 2013
Securing downloads in the app store, game retention after download
Figure 44: Mobile gamers’ attitudes toward game downloading and buying, by free vs. paid game app downloads, August 2013
Figure 45: Mobile gamers’ attitudes toward game downloading and buying, by level of mobile gamers, August 2013
Figure 46: Mobile gamers’ attitudes toward game downloading and buying, by genre of games played, August 2013
Attitudes Toward Mobile Gaming
Key points
Individual gaming remains prevalent
Figure 47: Attitudes toward playing mobile games by themselves vs. with others, by gender and age, September 2013
Seamless integration between platforms
Figure 48: Mobile gamers’ attitudes toward gaming experience and plans to purchase the next-generation consoles within the next 24 months, by gender and age, September 2013
Figure 49: Mobile gamers’ attitudes toward gaming experience and plan to purchase the next-generation consoles within the next 24 months, by household income, September 2013
Attitudes Toward Advertising on Mobile Games
Key points
One third of mobile gamers accustomed to ads, but most averse to ads in paid games
Figure 50: Attitudes toward ads on mobile games, by game genres, August 2013
Millennials most likely to have been exposed to ads in mobile games
Figure 51: Attitudes toward ads on mobile games, by age, August 2013
Impact of Race and Hispanic Origin
Key points
Mobile gaming: frequency and game play at home vs. on-the-go
Figure 52: Mobile gamers’ frequency of play on mobile gaming, by race/Hispanic origin, September 2013
Figure 53: Mobile gaming activity at home vs. on-the-go, by race/Hispanic origin, September 2013
Asians highly engaged in mobile gaming
Figure 54: Primary mobile gaming device, tablet and smartphone by OS, by race/Hispanic origin, September 2013
Genres played
Figure 55: Incidence of playing each genre and number of game titles played in the past week on cell phone/tablet, by race/Hispanic origin, August 2013
Game downloads (free vs. paid) and deletions
Figure 56: Average number of (free vs. paid) game apps downloads and deletions in the past month, by race/Hispanic origin, September 2013
Mobile games for children popular among Hispanics
Figure 57: Attitudes toward mobile game downloads for children, by race/Hispanic origin, September 2013
Blacks more responsive to ads, Hispanics more likely to see ads
Figure 58: Attitudes toward ads on mobile games, by race/Hispanic origin, August 2013
Appendix – Other Useful Consumer Tables
Contact US:
Office: United States
State Tower
90 State Street, Suite 700
Albany, NY 12207
Tel: +1-518-618-1030
E: sales@marketresearchreports.biz
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