playfirst study: moving to a ‘smartphone culture’; trends in smartphone use and mobile gaming
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PlayFirst Proprietary
July 18 2011
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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.
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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%
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+23% from 2010
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?
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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.
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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.
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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
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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?
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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)
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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
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PlayFirst Proprietary
For More InformationCONTACT: Julie McHenryjulie@comminsight.com, 650-504-6655
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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®
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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.
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