BuzzCity: 'Mobile gaming is mainstream'

July 29th, 2010, 21:45 Posted By: wraggster

The results of the latest study from mobile ad network BuzzCity have reinforced the old adage that everyone plays games on their phones - ninety per cent, in fact.
How many of those games are paid for is another question entirely, but the BuzzCity study - conducted among mobile users in 10 countries - certainly throws up some interesting demographics.
Although the typical gamer is male in his mid twenties, at least 29 per cent of mobile gamers are female. In many markets, female mobile gamers are on the increase – in the US and Thailand, for example, 49 per cent of gamers are female and in South Africa women make up 47 per cent of the gaming population.
The report also revealed an increasing number of mature mobile gamers. In the US 12 per cent of gamers are above 40. In South Africa and Malaysia, gamers over 40 years of age make up 19 per cent eight per cent respectively.
Also:


- Men and women prefer Action and Adventure (41%) oriented games followed by Sports & Racing (21%).
- 32% of respondents download games sporadically, while 46% download games regularly (either weekly or fortnightly).
- 40% played games daily, while 17% played throughout the day.
- 46% play to learn something new or to get the most out of their phones.
KF Lai, CEO of BuzzCity, said: "Mobile gaming has gone mainstream and there’s a clear need to address specific demographics. 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.”

http://www.mobile-ent.biz/news/37985...-is-mainstream

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