playfirst study: moving to a ‘smartphone culture’; trends in smartphone use and mobile gaming

13
PlayFirst Proprietary July 18 2011 1 Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

Post on 19-Oct-2014

1.918 views

Category:

Entertainment & Humor


1 download

DESCRIPTION

A study that PlayFirst did on trends in smartphone use and mobile gaming. Visit their site at http://www.playfirst.com

TRANSCRIPT

Page 1: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

July 18 2011

1

Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

Page 2: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

Methodology

• This research was conducted by Frank N. Magid, Magid Media Futures practice and sponsored by PlayFirst.

• Nationally representative online survey of 2,482 people, of whom 2,051 were between the ages of 18 and 64 and 431 were between the ages of 8 and 17.

• Data were collected from April15 through April 20, 2011.

• A high quality online research panel and data collection firm was use for recruitment and data collection.

2

Page 3: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

Smartphones Up, Cell Phones Down; Android Makes A Surge In Smartphone Market In 2010

58%

15%

31%

0%

10%

20%

30%

40%

50%

60%

70%

Cell Phone, non-smart phone

Smartphone/PDA Do not own a cellphone

Type of wireless devices currently ownedN=2482

Type of smartphones currently ownedN=758

-6% from 2010 +35% from 2010 -1% from 2010

-1% from 2010

-14% from 2010

-63%

3

+23% from 2010

Page 4: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

Nearly Half Of Non-Smartphone Owners Are Considering Getting One In The Next 12 Months

Base: Those who do not own a smartphone and own a cell phone N=1349.Q.168 Do you plan on buying a smartphone to replace your non-smartphone within the next 12 months?

4

Page 5: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

Smartphone Ownership Significantly Changes Content Consumption Behaviors

Base: Those who own a wireless device, N=2107. N=Smartphone ownerN=758; Cell phone owner N=1445Q.169 Which of the following things do you do regularly on your mobile phone? Select all that apply.

5

Page 6: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

Smartphone Gamer Demographics

% who own a smartphone(composition)

% who play games on a smartphone

(composition)

N-Size 758 (100% of smartphone owners)

343 (45% of smartphone owners)

Male 54% 48%

Female 46% 52%

8-11 5% 5%

12-17 13% 16%

18-24 18% 19%

25-34 25% 27%

35-44 20% 22%

45-54 12% 8%

55-64 7% 4%

Base: Those who own a smartphone, N=2107; those who play games on a smartphone N=343Q.169 Which of the following things do you do regularly on your mobile phone? Play games Select all that apply.

6

Page 7: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

Among Gamers Who Own Smartphones, The Smartphone becomes the Dominant Gaming Device

Base: Respondents who play video or computer games N= 1516; Respondents who own a smartphone and who play video or computer games = Smartphone owners N=536Q. 117 (A-F) How often do you play the following types of games? WEEKLY + ONLY

Play Type of Game Weekly+

61% of total respondents play any video or

computer games; 71% of smartphone owners play

any video or computer games

7

Page 8: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

More Than Half Of Smartphone Non-Gamers Could Start Playing In The Next 12 Months

Base: Those who do not play games on a smartphone, N=415.Q.183 Do you intend to play games on your smartphone in the next 12 months?

8

Page 9: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

13% of Smartphone Gamers Have Bought Virtual Goods on Their Smartphone, Spending An Average Of $67 Last Year

Base: Those who play games on a smartphone., N=343.Digital goods, also called virtual goods, are non-physical objects that are purchased and exchanged on the Internet in games, virtual worlds and social networks. Virtual goods do not include any purchases from iTunes.Base: Those who have purchased digital/ virtual goods, N=43.Q.184 Have you ever bought digital or virtual goods in games on your smartphone? Q.185 About how much did you spend in total on digital or virtual goods in games on your smartphone in the last 12 months?

Have ever purchased digital or virtual goods in games a smartphone

Amount spent on digital and virtual goods on smartphone

Mean Amount = $66.81

Mean spending on digital and virtual goods in games on smartphones up $25+ from 2010($40.55)

9

Page 10: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

Nearly 8 Out Of 10 Social Network Gamers Have Not Spent Any Money Playing Over The Last 12 Months

Base: Those who have play social network games regularly N=505 Q. 68.4 Approximately how much money have you spent in social network games over the last 12 months?

Money Spent In Social Network Games Over The Last 12 Months

Average of $25 spent by social network gamers in

social network games over the last 12 months

10

Page 11: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

For More InformationCONTACT: Julie [email protected], 650-504-6655

11

Page 12: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

About PlayFirst

• PlayFirst is a leading publisher of mobile games with the goal of delivering delightful play to

everybody, every day.

• PlayFirst publishes quality gaming experiences that capture the imagination on popular

platforms including iPhone™ and iPad, iPod Touch™, Windows, Mac® and console games.

• The company's game portfolio includes world-renowned brands:

• Diner Dash ®

• Egg vs. Chicken®

• DinerTown Zoo®

• Dream Chronicles®

• Chocolatier®

12

Page 13: PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming

PlayFirst Proprietary

About Frank N. Magid Associates, Inc

Frank N. Magid Associates has been a leading research-based strategic consulting firm in the media, entertainment and communications industries for over 50 years. We interviewed over 1 million consumers by phone, online, and in-person in 2010 and conducted thousands of B2B executive and professional interviews.

13