Contents. Who plays mobile games? Objectives Survey Global Methodology Outlook Which of... the following age groups do you belong to?

Transcription

1 Who plays mobile games? BuzzCity Mobile Gaming Survey July 2010 Executive Background Summary 43 Contents Objectives Survey Global Methodology Outlook Which of... the following age groups do you belong to? What is do your gender?... for a living? Do How you often download games/ play games apps (or for use your apps) mobile on phone? your mobile? What When time do you you play go games online (or on use your apps)? phone? Why What What do kind you is your of play games favourite mobile (or apps) games game? do (or... you use download? apps)?

2 Country Bangladesh Egypt Profiles India Indonesia... Kenya Nigeria South Thailand USA... Africa Conclusions Recommendations About BuzzCity Page 2 of 40

3 1. 2. Mobile Nine out gaming of ten is mobile mainstream. surfers download and play games on their mobiles. Executive Summary mobile If There a casual is gamers regularity gamer are in anything is their one discovery who but chances casual. and consumption upon a of and games. plays it, then 5. (Tetris, Sports Many have or Solitaire) Racing graduated themed and look beyond games. for sophisticated traditional ideas plotlines of quick in Adventure, to play Action, games The Developers mobile gamer may not is also be mature catering in to age these and at users least as 29% 13% are can t women. 8. games Developers or applications will also they need are to looking cater to for. the vocational aspects of find users. the 9. Many freelancers Game play are activity and looking small continues for business employment. to owners be dominated will Similarly, be by well feature services received. phones that by cater Nokia, to Samsung and Sony-Ericcsson. Page 3 of 40

4 traits acceptance The primary in the objective area of of mobile this multi-country (and survey applications) is to investigate particularly the consumer in their Background This survey and is the usage sixth of of mobile a multi-market games. BuzzCity. results also In invite addition direct to comparisons observing local between trends study markets. at of a mobile national users level, conducted the survey by Page 4 of 40

5 most proliferation The mobile dynamic game segments industry has of the started market. from virtually This, nothing large to part, become is due one to of the Objectives Marketers and of mobiles game developers and the mobile are taking user s advantage insatiable of demand this to for develop content. benefit can assist from developers the commercial and marketers opportunities optimize presented. development Findings from resources this ways study and to campaign This study funds aims for to see optimum how pervasive customer satisfaction. The Big Question: who plays mobile games? mobile gaming is and attempts to answer as In called the recreational context casual of games, or this productivity survey, have simple games tools. rules, refer Recreational easy to include gameplay, software are on quick that mobiles, may to learn be often used can be played in short bursts, leading to fulfillment in a short period. and Page 5 of 40

6 The Participants survey was kept short to cater to the media of choice, the mobile internet. Survey selection questions were asked 10 questions: nine multiple choice, three multiple Methodology The survey was conducted and one from free form May response. various All different geographic regions: Americas, to June 2010 Asia, in Africa 10 countries and the representing Ad the Network. countries selected are among the Top 20 traffic generators in the Middle BuzzCity East. The each countries market: are listed here in order of the number of pageviews each month in Bangladesh 56 million Egypt 67 million India 930 million Indonesia 1.1 billion Kenya 94 million Malaysia 45 million Nigeria 38 million Text South Africa 175 million Thailand 27 million publicised banners the placed survey. on When various clicked, sites the on the banner BuzzCity ads directed Mobile Internet users to Ad the Network survey USA 450 milion questionnaire. that a member saw To minimize the ad no intrusion, more than the five advertising times. server was set to ensure Page 6 of 40

7 A single draw total with response. of 1,417 the surfers chance Survey responded to participants win G$5000, to the in each survey. a virtual country Each currency were respondent entered used was on into allowed a mobile lucky a community, The final results mygamma qualitative feedback sent analysis, to reported BuzzCity s including this mobile survey informal community, report semi-structured are a mygamma, mix of quantitative interviews, and results data member from and previous surveys. Page 7 of 40

8 surfers Africa, A total in of Bangladesh, 1417 respondents Egypt, India, were surveyed. Indonesia, Responses Kenya, Malaysia, were recorded Nigeria, South from Global Thailand Outlook On a global average, and United 29% of States of America. most Sony used Ericcsson handsets (7%). used by respondents are Nokia female (52%), and 71% Samsung male. (13%) The three and While is respondents. the more growing than use 20 handset of Kyocera makes phones were recorded ONLY in during USA the among survey 12% noteworthy 1% There is also noticeable growth in Blackberry usage. While of this the respondents, of respondents 2% in USA globally, & South in Africa Indonesia and 1% Blackberry in Thailand. users are 3% among is Approx 6% of users accessed the survey via their PC s. Page 8 of 40

9 years While old users (representing below 20 years the major old make workforce) up 33% make of up respondents, 67% of respondents. those above Which of the following age groups do you belong to? More noticeable mature presence players (5%) (40 years on the and responses. above), although low in numbers, do make a Clearly age groups the can popular be misleading. association of cellphones and mobile gaming with younger Page 9 of 40

10 2. What is your gender? While female mobile males surfers gamers form as (29%). a whole the majority This (33% is from of commensurate our gamers last survey (71%) in with 2009). there are percentage large numbers of female of As gaming with to online be driven games by the in general, growth of we female can expect mobile users. the further growth of mobile Page 10 of 40

11 are Students under make 20 years up 37% old. of mobile gamers and closely maps against the 33% who 3. What do you do for a living? 19% 22% 10% in self-employed the services freelancers sector (Admin or running / Retail their / Sales own or businesses. too. are not working, in-between jobs and are possibly Food include & Beverage) home-makers Page 11 of 40

12 Among not intend respondents, to. 9% claim never to have downloaded games before and do 4. Do you download games/ apps for your mobile phone? Many the player popular (33%) image do download of the casual games, but not (for so which often. casual This group perhaps best fits claim are made) - a games whose time is limited or interest is fleeting. However, many more (46%) users (13%) a once scheduled can t a week find consumption and what 12% they download want. of mobile once games. a fortnight. Among A these significant 34% download portion of gamer games Page 12 of 40

13 Five times 5. whenever percent a week. How often I get of mobile do the A users play at least a few times a month and 8% play a few you chance. large portion (40%) plays almost daily while 38% play play games (or use apps) on your mobile? Clearly, 9 out of 10 mobile users are most likely to be a gamer. Page 13 of 40

14 6. What time do you go online on your phone? Surfers throughout are the maintaining day with what peak appears activity in to the be early an established and late evening. pattern1 of surfing Consequently, game downloads and play may occur at all times of the day. 1 Various publicised studies and previous BuzzCity user surveys. Page 14 of 40

15 Users normal play day. games in many instances and on numerous occassions during a 7. When do you play games (or use apps)? Forty set time. eight percent are opportunistic and play at every chance they get and at no Another while or before waiting 50% they (17%), take go to advantage sleep during (15%). or of after patterned scheduled activities to enjoy like school personal or work downtime; (18%) breaks Page 15 of 40

16 applications The majority or of games users that (45%) are play educational games or to help pass them with time. work Another or school. 40% use 8. Why do you play mobile games (or use apps)? Another 13% simply play games to get the most benefit from their phones. Page 16 of 40

17 9. What kind of games (or apps) do you download? Clearly Games while games that depict that action, depict adventure activity are and most fantasy sought are after favoured among by mobile 42% of users. & another 21% prefer sports and racing themes. These are followed by apps Board ) Games (10%) and Lifestyle (9%) oriented games ( eg dating, messaging Brain Surprisingly, (eg often Tetris, as a primary Bejewelled). few users hook This (4%) to capture is choose notable Branded as many gamers. Games developers or those rely labeled on these games Casual casual Page 17 of 40

18 This approach is a users free would form question take in finding and games. results inadvertently reflect the discovery 10. What is your favourite game? Responses gained recurring were mention. grouped as follows and are listed (in no particular order) as they Game Download Game Publishers sites : EA, iplay, LemonQuest, GameLoft Slug, Counter Guitar Titles Hero, : CastleVania, The Sims, Farmville, Worms, Age Pacman, of Empire, Resident Assassin's Evil, Bejewelled, Creed, Contra, Metal Mario, Medal Strike, of Halo, Honor, Doom, Splinter God Cell, of StarCraft, War, Grand Streetfighter, Theft Auto, Bomberman, Hellboy, Hitman, Call TV Prince of Duty, of Max Persia, Payne, Tomb Need Raider. for Speed, Zuma, Mortal Combat, Sonic, Tekken 3, Characters Mummy, / Movies: Rambo, CSI, Mission Lost, Bourne Impossible, Identity, Fast Clash and Furious, of the Titans, Die Hard Robin 4, Avatar Hood, The Sports Man, Batman, : NBA, : Superman, F1, Harry FIFA Potter, Mr. Bean, Naruto, Hulk, X-Men, Shrek, Spiderman, Iron Titleses : GetJar, Mobiluck, Waptrick, Djuzz Page 18 of 40

19 Country Profiles those In Bangladesh, those make up the year/olds workforce, form 20 the years single old largest and above, (39%) make age group 52% although of the respondents. Students make Ninety up 46% percent of surfers of respondents probably corresponding are male. mobile businesses users. and Among 12% are the service workforce personnel. 20% are Executive self employed & with Managerial the with younger their positions set own of represent Among the 7% respondents of the respondents. and (26%) 3% of do respondents not because download 7% they claim can t to not find never so what often nor they intend while want. to download some A little 64% over mobile show a quarter games regularity in their downloads once a fortnight or once a week. some Some 38% month. play pattern almost of regularity daily, 9% is play also a few shown times in their a week consumption and 7% play of games. a few times Some they get. Many (42%) are overwhelmingly opportunistic and play at every chance a Downloads generally evening. evened Similarly, times out probably game during play coincide the can day happen with users activity at any general peaking time surfing of day the as activity early 22% and ; play this late is Page 19 of 40

20 large (11%) every portion chance before of they users going get to (27%) and sleep 21% play (14%). do while not waiting have any (for particular train or bus time etc) set, for after play. work A Not group surprisingly, of users play many to learn (61%) something play to new. pass the time while another large (24%) Mobile Sports & gamers Racing in games Bangladesh (22%). typically prefer Action & Adventure/Fantasy (56%), Other While Many notes: (18%)(29.41%) the or proportion executive are between of & managerial females is years relatively level old (18%). working small, All prefer some either Branded, patterns as service do Casual personnel emerge. Lifestyle &Dating games. and Page 20 of 40

21 Among respondents. Egyptian While mobile the proportion gamers, 62% of those are males below while 20 years females old is comprise high (52%), 38% the of Egypt workforce mature surfers (above (4520 years years and old) above) is represented were among by 2% 48% of those of respondents. who responded. More As mobile owners) in many gamers. each other make Service markets 12% personnel of respondents. surveyed, and students the Executives self employed form and a large managers (freelancers, portion were (38%) business among of 10% A large of those (22%) surveyed. another download 12% do portion not play of Egyptians because claim they to can t not find play what or intend they to want. play games Some while fortnight. About games 15% once do downloads a week while games another but not 14% so often. download games once 38% a Mobile chance, 17% of those gamers 24% surveyed play in almost Egypt claim daily play to and play very another rarely. frequently; 20% 32% play a play few when times a they week. get Only the Egyptian during peaking mid-morning. again mobile in the users early Activity are to late online picks evening up throughout again hours. at the noon day and although mid-afternoon only 7% before surf Many while waiting. are opportunistic Phone users and also play play every to wind chance down I get after (27%) school while / work 24% (15%) play or Page 21 of 40

22 before something going new to (31%). sleep (14%). Mostly users play to pass the time (44%) or to learn Egyptians Sports & Racing have a games clear (20%). preference for Action & Adventure/Fantasy (42%) and Other Egypt In this Notes records age group, : the females highest outnumber presence of males by year almost olds 2-to-1. (12%) in all the markets. Of executive while the 7% females are or managerial self of employed working positions. business age, 15% Eight owners are percent or service freelancers. are personnel admin or retail and 14% assistants hold While than mid-morning. men men to and surf women in the early in Egypt morning surf while through men, the are day, more women likely to are surf more during likely the Although have higher a preference higher Action preference and for Dating adventure for & these Social games games are than then preferred the the women. by Egyptian all, Egyptian men women have a Page 22 of 40

23 remainder, The majority 43% (51%) are in of the respondents year from old age India bracket. are Among years these old. 87% Of were the India males Students and make 13% up females. personnel technical workers while 11% make 53% are up of 6% respondents. freelancers of the respondents. & Among business the owners. workforce Maintenance 16% are service and Among games of and the respondents 13% not because 9% claim they to never can t to find play what nor they intend want. to download A little over mobile fortnight respondents or once download a week. not so often while some 60% download once 18% a Many chance. rarely play (6%). The frequently; rest play 47% a few play times almost a week daily and (9%), 30% a few play times whenever a month they (7%) get the or There during downloads is the an late can even evening occur spread throughout and of surfing somewhat the activity day, in the but throughout early most morning. likely the day the Consequently, in late India evening. with peaks game Gameplay particular (18%) after time is school/work typically (22%). opportunistic; Gameplay (16%) and also before at every a recreational going chance to sleep time I get (12%). filler; (26%) while As or waiting at many no other markets, 50% play to pass the time and 29% play to learn something new. Page 23 of 40

24 Mobile Sports/Racing gamers type in games India prefer (28%). Action / Adventure themed games (53%) or Although 20 is again year old repeated the age proportion groups, among of there women students is a near is low who equal some responded spread patterns of to males are the emerging. survey. and females. In the This 15- Page 24 of 40

25 by In Indonesia, the year year/olds who form make the up single 23%. largest Teenagers (35%) age (15-20 group year followed olds) represent narrower than 20% expected of respondents margin. and outnumber 30-somethings (18%) by a The Among respondents the respondents are 74% 44% male are and self 26% employed female. and make 11% up 19% are students. of respondents Service with personnel executives (including (freelancers & Managers admin &/ making business sales assistants) up owners) respondents. 2% of Among games. Some those Some surveyed, 12% do not 6% claim download never because (and do they not intend) can t find to have what downloaded download 3% not download so often. once a fortnight, 26% download once a week they and want. 52% Indonesians chance play only and rarely. 37% are very play almost avid mobile daily. Some gamers; 6% 49% play play a few whenever times a week they and get 7% the Downloads (4%) rest surf in probably the morning occur but as activity users picks surf with up from their noon phones. (13%) In Indonesia, throughout few (8%). of the day, peaks the early evening (56%) and dips in the late evenings the Page 25 of 40

26 Mobile (55%). (12%). users Gaming Some in 21% Indonesia activity play is while play primarily at waiting every recreational (train, chance bus they to etc) pass get or and the before at time no going particular among to sleep 46% time while The preferred among 36%, categories gaming of is games a means in Indonesia of learning are:- something new. Action/ Sports/ Adventure/ Racing Games Fantasy (15%) Games (40%) Others Brain/ Board/ Puzzle Games (15%) Although Notes: females represent slightly than a quarter of the respondents :- and There are disproportionately equal proportions of more males females and females than males between under the 20 ages of 20 age There 30. group. are twice as many females as there are males in the year old Page 26 of 40

27 While the workforce teenagers makes (15-20 up years the majority old) form (67%); a large the portion single (32%) largest of mobile age group surfers, Kenya between female and % years are male. old and make up 43% of respondents. Of these 29% are Not are work self surprisingly, as employed, service personnel the running student or their perhaps population own businesses as is administrative high (39%). or as freelancers. or Of sales those assistants. who Another work, 16 20% % While week not download and as many another because as 36% 14% they do download not can t download find games what games once they a often, want. fortnight. Some at least As 2% 34% many do do not as so intend 14% once do to a play Kenyans games are and persistent have never gamers downloaded 46% play them. whenever week (6%) they or a get month the (4%) chance. and Relatively 6% rarely smaller play. almost numbers daily and play another a few times 40% play in a As (41%) starts in to other evenings. rise markets, the Surfing mid-afternoon Kenyan activity surfing is (14%). low activity but evenly peaks spread in the out early earlier (26%) in the and day late but Most every (12%), Kenyans chance after school they (52%) (18%) get. have Some and no before display particular sleep a patterned time (16%). for playing behavior games but while do waiting play at Page 27 of 40

28 Most play to play Action/ get to the pass most the out time of their (34%) phone. or to The learn preferred something game new themes (45%). are Another :- 15% Brain/ Sports/ Adventure/ Fantasy Games - 32% Dating/ Board/ Lifestyle Racing Puzzle Games/ Games - 20% Social/ - 21% Messaging Apps - 13% Page 28 of 40

29 another Among Nigerian 16% in the mobile users, year old 54% group. are in While the the younger year teenagers old group make and up Nigeria some Of these 23% 19% of respondents are female and some 81% 3% are are male. more mature and aged years old. Students 11% another of 7%. respondents, make Nigeria up a records large service portion one personnel of of the surfers lowest (10%) (63%). percentages and Business admin of & respondents owners retail assistants make who up do More than have 80% a job of (4%). 13% intend do not because Nigerians they can t play find games the games on their they mobiles. want and Of 4% those simply who do don t (38%) or to. fortnightly Among those (11%) who patterns do, 34% of play. not so often while other show weekly not Nigerian countries. little surfing Surfers activity have an shows early start; a daytime 21% surf activity in early that morning. is higher Activity than drops other (27%). but continues quite evenly during the day and peaks the late evening a As (18%) waiting is other and (9%) at markets, compared every gamers opportunity to those are who they opportunistic; play get (33%). after they work Surprisingly play (20%) at no and few particular before play sleep while time (16%). Page 29 of 40

30 Many new. applications Many play to (12%) that pass help play the them time to get with 35% the their but most research many out of more, their / work 40%, phones (eg play search). and to another learn something 12% use The top Action/ Sports/ game Adventure/ themes among Fantasy users Games are Dating/ Lifestyle Racing Games/ - 28% Social/ Messaging - 40% Apps - 11% Page 30 of 40

31 In by South Africa, year/olds form the single largest (25%) age group followed represent the year olds who make up 21%. Teenagers (15-20 year olds) (23%). Africa There 12% is a of fairly respondents even spread and of are the outnumbered more mature by mobile the surfer 30-somethings South There is a nearly even 55 years years who were surveyed. spread old old of 6% 5% 8% (47%) males and (53%) females among those Service respondents Executives personnel & and Managers the (including self make employed up admin another (freelancers / sales 5% of assistants) respondents. & business make Students owners) up 29% make 13%. of up Eight some percent 18% claim of those never surveyed. 17% download not once (download) a fortnight, because (and 36% do download not they intend) can t once to find a have week what downloaded and they 34% want. download games Some while so often. not 6% Page 31 of 40

32 South play 8% play whenever Africans a few times they play get a mobile month the chance. games and 9% frequently; Some play only 8% rarely. play 44% a play few almost times a daily week, and another 32% Downloads surfing during picks probably up quickly occur in the as early users morning surf with (15%) their and phones. evens In out South at about Africa, (30%) evening. the daylight hours. Surfing activity peaks again in the early (30%) and late 8% Mobile time (20%). (49%). users Some in South 16% Africa play while play waiting at every (train, chance bus they etc) get or before and at going no particular while Gaming activity is primarily recreational to pass the time among to sleep play to among get the 30%, most gaming out of their is a phones. means of learning something new. Some 45% 17% The preferred Brain/ Cards/ Board/ categories Puzzle of games Games in - 22% South Africa are:- Action/ Casino/ Adventure/ Gambling Fantasy Games Games -- 17% 14% Others Dating/ Lifestyle Games/ Social/ Messaging Apps - 14% Although Notes: disproportionately 6% of the there females few an are overall executives females equal under or proportion managers 20 years (compared of females age. Among to and 4% the males of respondents, males) there while are 27% are admin / retail assistants (compared to 9% males). Only 8% of females Page 32 of 40

33 compared self employed to 13% of (vs males) 18% of males) while 23% of females do not have a job ( Page 33 of 40

34 The majority of mobile surfers in Thailand are in their 20 s (53%) and 30 s (25%) Thailand while between teenagers females make (49%) up and some males 18% (51%). of the total. There is a fairly even split Among own /managerial businesses), the roles. respondents, 23% 32% work are in self service employed roles (freelancers and 10% have or running executive their A downloads large portion not (compared so (14%) often. to claim Only a global not 19% to average show download any of 46%). regularity games Game and in weekly play the majority is equally fortnightly (62%) regular; than 1% 86% demonstrates play whenever any form they of scheduled get the chance approach and to almost playing daily, games. but Nearly less non 11% Thai users rarely prefer:- play. Action/ Brain/ Sports/ Board/ Adventure/ Racing Puzzle Games Fantasy Games - Games 12% - 14% 44% Page 34 of 40

35 The are in mobile their surfer twenties, in USA 31% is are fairly in evenly their thirties. distributed While among teenagers the age make groups; about 31% USA 13% respondents. more mature There surfers is an even (40 spread years of old male and (51%) above) and make female up (49%) some surfers. 24% of Own Students business & Beverage / freelancer Worker -15% Service Maintenance -14% Delivery Personnel (Admin/ Retails/ Sales Assistant) -14% Executive / Transport & Managerial & Technical Worker Worker -4%-9% -5% average, While those who do not have a job (24%) appear to be higher than the global makers. the presence of higher ager groups suggest this may include home Among because week and those they 25% can t surveyed, download find what 5% not do they so not often. want. intend Of to those download who do, games 32% download and 25% do once not, a Mobile surfers are engaged in the following activities. Foods Page 35 of 40

36 US whenever a few mobile times they a users month. get are a chance. Thirteen avid gamers Some percent (11%) too. say they play Many rarely a few (72%) play times play games. a week almost and daily 5% play and Early is again fairly mornings in even the late activity are evening times during with of peak the 23% day surfing of users. with activity a slight among dip at 30% noon. of US Sufing users. picks There up Users play are a while good play waiting every way to chance (19%) pass the or they before time get (63%) going (33%) or to and to sleep learn at no (14%). something particular Games time new or (25%). (17%) applications or Many the most out of their phone (14%). get US respondents Action/ Cards/ Adventure/ favour :- Brain/ Board/ Casino Puzzle Games Fantasy Games - Games 11% - 11% - 44% Page 36 of 40

37 1. 2. only Mobile 9% gaming claim never is mainstream. to have played Almost games everyone their on mobiles. is a gamer Conclusions markets US The 12% typical surveyed of gamer gamers more on are mobile mature above is male, gamers 40, 20 19% are - 25 in beginning years South old, Africa to though emerge. and in 8% In many the 3. Malaysia. Among those who do play, at least 29% are females; in the US and in 4. Thailand, 47% Both of men the 49% and gaming of women gamers population. much are prefer female Action and in and South Adventure Africa women (41%) make oriented up 5. games apps Many (8%) (32%) followed and download Puzzle by Sports (9%) games & Racing sporadically, (21%). These although are the followed majority by Social 6. demonstrates Games are played a weekly throughout or fortnightly the day, regularity matching their users download surfing habits, activity. (46%) 7. on Games a daily are basis played (40%). as recreational time fillers; patterned breaks (after and work, at every while chance waiting, they before get sleep) probably inspires to play pass although the time many during (32%) the play 8. and Many early (46%) evening. also play to learn something new or to get the most out late 9. their Mobile phones. gamers are not so casual about gaming :- of Page 37 of 40

38 a. b. There of They games. know is a structured precisely what regularity they want in their their discovery favorite and games consumption sophisticated plotlines beyond traditional ideas of casual games suggest c. Slider, They know Tetris, the Solitaire). games titles they want suggesting a purchasing (eg d. games/applications decision Some 12% prior claim to discovery. i. they to their can t age find / what gender they preferences want probably because ii. Do freelancers not cater and to their perhaps vocation an increasing many are number self employed, iii. Do makers. not provide Many are the also mental in-between relief recreation jobs. many of seek home- learn something new. to Page 38 of 40

39 1. a. consumer Mobile distribution gaming product is mainstream not a simplistic and needs game to that be a viewed surfer as chances a mainstream upon at Recommendations 2. opportunity The significant portal. branding is a for ad regularity campaign supported of objective. games play and or advergames, downloads suggests particularly a where viable Discovery Feature resources phones should is key consumer still are be still directed awareness very towards popular is important these and devices. prevalent; prior to the development download. 5. Opportunities b. a. Games Utility applications clearly or applications exist for that marketers that assist target the and a female self developers employed, audience. to create:- c. students Recreational and job Applications seekers. / Games that are as home much makers, relievers as they are mental exercises. stress Page 39 of 40

40 to publishers BuzzCity global is advertising a mobile media network company on the offering mobile internet. brand owners The network and agencies is made access up of About BuzzCity As the a leading from international across the player, world BuzzCity and BuzzCity s has developed own mobile in-depth media knowledge properties. this mobile audience consumer via its advertising and provides and publisher marketers programmes. with clear opportunities to reach of Page 40 of 40