International report on mobile gaming
The results of the sixth BuzzCity multi-market survey investigating consumer mobile behaviour, out now, focuses on the global usage of mobile games and applications.
The Singapore-based mobile media company's study into mobile gaming trends identifies gaming patterns on mobiles and how marketers and developers could take advantage of its popularity. KF Lai, CEO of BuzzCity, said, "Mobile gaming has gone mainstream and there's a clear need to address specific demographics."
The international survey questioned mobile users across 10 countries representing various different geographic regions: the Americas, Asia, Africa and the Middle East on their use of the mobile as a games device. The results showed that mobile gaming has evolved significantly beyond traditional ideas of casual games to those with sophisticated plotlines.
South African results
The South African age splits are:
- 25-30 year/olds - 25%
- 30-something - 23%
- 20-25 year olds - 21%
- 15-20 year olds - 12%
- 40-45 years old - 8%
- 45-50 years old - 6%
- 50-55 years old - 5%
There is a nearly even spread of (47%) males and (53%) females among those who were surveyed, although there are disproportionately few females under 20 years of age. Among the respondents, 6% of the females are executives or managers (compared to 4% of males) while 27% are admin/retail assistants (compared to 9% males). Only 8% of females are self-employed (vs. 18% of males) while 23% of females do not have a job (compared to 13% of males)
Service personnel (including admin/sales assistants) make up 29% of respondents and the self employed (freelancers and business owners) 13%. Executives and managers make up another 5% of respondents. Students make up some 18% of those surveyed.
Eight percent claim never (and do not intend) to have downloaded games while 17% do not (download) because they can't find what they want. Some 6% download once a fortnight, 36% download once a week and 34% download "not so often."
Frequent players
South Africans play mobile games frequently: 44% play almost daily and 32% play whenever they get the chance. Some 8% play a few times a week, another 8% play a few times a month and 9% play only rarely.
Downloads probably occur as users surf with their phones. In South Africa, surfing picks up quickly in the early morning (15%) and evens out at about 8% during the daylight hours. Surfing activity peaks again in the early (30%) and late (30%) evening.
Mobile users in South Africa play at every chance they get and at no particular time (49%). Some 16% play while waiting (train, bus etc) or before going to sleep (20%). Gaming activity is primarily recreational "to pass the time" among 45% while among 30%, gaming is a means of learning something new. Some 17% play to get the most out of their phones.
Preferred categories
The preferred categories of games in South Africa are:
- Brain/Board/Puzzle Games - 22%
- Cards/Casino/Gambling Games - 17%
- Dating/Lifestyle Games/Social/Messaging Apps - 14%
KF Lai continued, "Increasing mobile game traffic suggests a viable opportunity for ad-supported games and advergames, particularly where branding is a key campaign objective. As users get more involved with the sophisticated plotlines of games, the level of consumer engagement increases, creating more branding opportunities for marketers."
Feature phones remained the most popular device for game play activity with Nokia, Samsung and Sony-Eriksson handsets leading the way.
This survey is one of the many studies conducted by the company to assist advertisers and partners with their mobile initiatives. To view the full report, go to www.buzzcity.com/f/reports.
