PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming
- 1. Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile GamingJuly 18 20111
- 2. MethodologyThis research was conducted by Frank N. Magid, Magid Media Futures practice and sponsored by PlayFirst.
- 3. 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.
- 4. Data were collected from April15 through April 20, 2011.
- 5. A high quality online research panel and data collection firm was use for recruitment and data collection.2
- 6. Smartphones Up, Cell Phones Down; Android Makes A Surge In Smartphone Market In 2010Type of wireless devices currently ownedN=2482Type of smartphones currently ownedN=758+23% from 2010-1% from 2010-14% from 2010-63%+35% from 2010-1% from 2010-6% from 20103
- 7. Nearly Half Of Non-Smartphone Owners Are Considering Getting One In The Next 12 MonthsBase: 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
- 8. Smartphone Ownership Significantly Changes Content Consumption BehaviorsBase: 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
- 9. Smartphone Gamer DemographicsBase: 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
- 10. Among Gamers Who Own Smartphones, The Smartphone becomes the Dominant Gaming DevicePlay Type of Game Weekly+61% of total respondents play any video or computer games; 71% of smartphone owners play any video or computer gamesBase: 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 + ONLY7
- 11. More Than Half Of Smartphone Non-Gamers Could Start Playing In The Next 12 MonthsBase: 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
- 12. 13% of Smartphone Gamers Have Bought Virtual Goods on Their Smartphone, Spending An Average Of $67 Last YearAmount spent on digital and virtual goods on smartphoneMean Amount = $66.81Have ever purchased digital or virtual goods in games a smartphoneMean spending on digital and virtual goods in games on smartphones up $25+ from 2010($40.55)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?9
- 13. Nearly 8 Out Of 10 Social Network Gamers Have Not Spent Any Money Playing Over The Last 12 MonthsMoney Spent In Social Network Games Over The Last 12 MonthsAverage of $25 spent by social network gamers in social network games over the last 12 monthsBase: 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?10
- 14. For More InformationCONTACT: Julie [email protected], 650-504-665511
- 15. About PlayFirstPlayFirst 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
- 16. About Frank N. Magid Associates, IncFrank N. Magid Associates has been a leading research-basedstrategic 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