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Mobile Application Gaming - UK - February 2012

“The creation of a uniform android skin will no doubt contribute to a greater trust amongst consumers in the viability of games available for the platform. However, it is unlikely to lead to a paid download rate comparable with Apple's iOS ecosystem, as different hardware settings and capabilities amongst different Android smartphones or tablets provide problems in standardising player experiences.”

– Samuel Gee, Technology Analyst

Some questions answered in this report include:

  • How can developers overcome discoverability issues for casual games?
  • Can the lack of pre-release regulation on the Android Market be resisted?
  • Does the introduction of a default Android skin resolve the fragmentation problem?
  • Is there scope for partnerships with traditional publishers?
  • Can smartphones compete with a growing tablet market?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total UK mobile game application downloads, 2010-12
              • Figure 2: Mobile applications downloaded across all application stores, by paid and free, 2010-12
            • Market factors
              • Tablet growth may lead to greater revenues
                • Freemium games contribute greater market growth
                  • Increasing device power and connectivity creates greater opportunities
                    • The consumer
                      • Figure 3: Devices onto which consumers have played casual games, January 2012
                      • Figure 4: Maximum amount consumers would spend to download a casual game, January 2012
                      • Figure 5: Frequency of downloading casual games, January 2012
                      • Figure 6: Application store use for downloading casual games, overall and by device, January 2012
                      • Figure 7: Attitudes towards game playing, January 2012
                      • Figure 8: Attitudes towards buying games, January 2012
                      • Figure 9: Spending habits of casual gamers, January 2012
                      • Figure 10: Playing and finding games, January 2012
                    • What we think
                    • Issues in the Market

                        • How can developers overcome discoverability issues for casual games?
                          • Can the lack of pre-release regulation on the Android Market be resisted?
                            • Does the introduction of a default Android skin resolve the fragmentation problem?
                              • Is there scope for partnerships with traditional publishers?
                                • Can smartphones compete with a growing tablet market?
                                • Future Opportunities

                                  • Trend: Influentials
                                    • Trend: Access all Areas
                                    • Internal Market Environment

                                      • Key points
                                        • Smartphone sales high
                                          • Figure 11: UK smartphone ownership, October 2009-October 2011
                                          • Figure 12: iPhone shipments worldwide, by quarter, Q1 2007-Q4 2011
                                        • Almost four in ten smartphone owners have downloaded games
                                          • Figure 14: Number of games on smartphone during the last month, July 2010-October 2011
                                          • Figure 15: Number of games downloaded onto smartphone during the last month, July 2010-October 2011
                                        • Tablets also increase in popularity
                                          • Figure 16: Worldwide sales of media tablets to end users, by operating system, 2010-15
                                        • Portable devices become more powerful
                                          • Huge consumer exposure leads to potential brand extensions
                                            • PC-based distribution moves to mobile
                                              • Fragmented Android Market makes developers wary
                                                • Figure 17: UK smartphone OS market share, February 2012
                                                • Figure 18: Projects started, by operating system, Q1-Q4 2011
                                                • Figure 19: Top responses to the question ‘If you are interested (in developing for) the Kindle Fire, would you be most concerned about…’, November 2011
                                                • Figure 20: Interest in developing for various mobile device ecosystems, November 2011
                                              • Sony Ericsson Xperia Play struggles to define a niche
                                                • Discoverability turns publishers into valuable publicity networks
                                                • Broader Market Environment

                                                  • Key points
                                                    • Consumer confidence down at the end of 2011
                                                      • Figure 21: GfK NOP Consumer Confidence Index, January 2008-January 2012
                                                    • Young consumers set to increase in number
                                                      • Figure 22: Trends in the age structure of the UK population, 2006-16
                                                    • Widespread internet access for greater connectivity in the home
                                                      • Figure 23: UK broadband penetration, 2006-11
                                                  • Competitive Context

                                                    • Key points
                                                      • Ownership of DS family stabilises as purchase levels fall
                                                        • Figure 24: Ownership of portable consoles in the home, 2007-11
                                                        • Figure 25: Purchase of a portable console within the last 12 months, 2007-11
                                                      • PlayStation Vita leverages convergence of technology to remain relevant…
                                                        • …but poor sales ensue
                                                          • 3DS success gives hope
                                                            • Online gaming gathers enormous numbers
                                                            • Who’s Innovating?

                                                              • Gameloft runs subscription package
                                                                • Galcon PC integration
                                                                  • Disney AppMates broadens tablet control opportunities
                                                                    • Tweet Land merges social networks with gameplay
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Game downloads forecast to increase
                                                                          • Figure 26: Total UK mobile application downloads, 2010-12
                                                                        • Free games increase presence
                                                                          • Figure 27: Mobile applications downloaded across all application stores, by paid and free, 2010-12
                                                                        • Mobile gaming revenue to increase by a quarter between 2011 and 2012
                                                                          • Figure 28: Total UK mobile gaming revenues, 2010-12
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Consumers with more than five games likely to own an Apple device
                                                                            • Figure 29: Number of games on devices, by operating system, January 2012
                                                                          • Android downloads are mostly free
                                                                            • Figure 30: Purchase of a casual game within the last month, by smartphone platform ownership, January 2012
                                                                          • RIM claims BlackBerry App World more profitable than Android
                                                                            • Freemium games contribute majority of game revenue to Apple App Store
                                                                              • Figure 31: Game downloads in the last month, by free and premium models, October 2011
                                                                            • Android users spend significantly more on in-app game transactions
                                                                              • Figure 32: Levels of spend on in-app transactions in mobile games in the last three months, January 2012
                                                                              • Figure 33: in-app spending in the last three months, by smartphone operating system, January 2012
                                                                          • Companies and Products

                                                                              • Capcom Mobile
                                                                                • EA Mobile
                                                                                    • Figure 34: Financial performance of Electronic Arts Ltd, 2010 and 2011
                                                                                  • Gameloft
                                                                                      • Figure 35: Financial performance of Gameloft, April-August 2010 and 2011
                                                                                      • Figure 36: Financial performance of Gameloft, 2009 and 2010
                                                                                      • Figure 37: Financial performance of Gameloft UK, 2009 and 2010
                                                                                    • Glu Mobile
                                                                                        • Figure 38: Key data of Glu Mobile Inc., Q4 2010-Q3 2011
                                                                                        • Figure 39: Financial performance of Glu Mobile Inc., Q3 2010 and Q3 2011
                                                                                        • Figure 40: Glu Mobile freemium apps, user statistics, Q3 2010-Q3 2011
                                                                                      • Rovio
                                                                                        • Zynga With Friends
                                                                                        • Gaming Devices Used

                                                                                          • Key points
                                                                                            • Smartphones provide biggest gaming platform
                                                                                              • Figure 41: Devices onto which consumers have downloaded games, January 2012
                                                                                            • Tablets peak with 25-34s and those in full-time employment
                                                                                              • Figure 42: Devices onto which consumers have downloaded games, by age, January 2012
                                                                                              • Figure 43: Devices onto which consumers have downloaded games, by employment status, January 2012
                                                                                          • Maximum Spend

                                                                                            • Key points
                                                                                              • Half of consumers only download free games
                                                                                                • Figure 44: Maximum spend, January 2012
                                                                                              • Women and older consumers prefer free games
                                                                                                • Figure 45: Maximum spend on games, by gender and age, January 2012
                                                                                              • Free game downloaders favour smartphones
                                                                                                • Figure 46: Maximum spend, by devices onto which consumers have downloaded games, January 2012
                                                                                            • Download Frequency

                                                                                              • Key points
                                                                                                • Most frequent downloaders are younger
                                                                                                  • Figure 47: Download frequency, January 2012
                                                                                                • Greater household sizes tend to equal regular downloads
                                                                                                  • Figure 48: Number of people in household, by frequency with which people download games, January 2012
                                                                                                  • Figure 49: Presence of own children in household, by frequency with which people download games, January 2012
                                                                                                • Tablets show overall more frequent downloads
                                                                                                  • Figure 50: Devices onto which consumers have downloaded games, by frequency with which consumers have downloaded games, January 2012
                                                                                              • Application Stores

                                                                                                • Key points
                                                                                                  • iOS clear leader for tablets and portable media players
                                                                                                    • Figure 51: Application store use, overall and by device, January 2012
                                                                                                    • Figure 52: Ownership of portable media player brands, November 2011
                                                                                                • Attitudes towards Game Playing

                                                                                                  • Key points
                                                                                                    • In-game achievements prompt higher engagement from all age ranges
                                                                                                      • Figure 53: Attitudes towards game playing, January 2012
                                                                                                    • Free game downloaders unlikely to enjoy multiplayer features
                                                                                                      • Frequent downloaders pause for expensive games
                                                                                                        • Figure 54: Frequency with which consumers download games, by agreement with the statement ‘I play more costly games for longer than less expensive or free ones’, January 2012
                                                                                                    • Attitudes towards Buying Games

                                                                                                      • Key points
                                                                                                        • Despite low average costs, four in ten wait for discounts
                                                                                                          • Figure 55: Attitudes towards spending on games, January 2012
                                                                                                        • Consumers who download onto tablets view games as better value for money
                                                                                                          • Figure 56: Devices onto which consumers have downloaded games, by attitudes towards buying games, by January 2012
                                                                                                        • BlackBerry and Ovi Store users happier to purchase content than Android or Apple
                                                                                                          • Figure 57: Application stores from which c consumers purchase games, by attitude to buying games, January 2012
                                                                                                        • Extra content purchasers play multiplayer games longer
                                                                                                          • Extra purchases can complement each other
                                                                                                          • Spending Habits

                                                                                                            • Key points
                                                                                                              • Four in ten consumers do not click adverts in game
                                                                                                                • Figure 58: Spending habits, January 2012
                                                                                                                • Figure 59: Socio-economic group, by advert interaction, January 2012
                                                                                                                • Figure 60: Gross annual household income, by advert interaction, January 2012
                                                                                                              • Tablet owners the most receptive to adverts
                                                                                                                • Figure 61: Devices onto which consumers have downloaded games, by spending habits, January 2012
                                                                                                                • Figure 62: Maximum amount consumers will spend on games, by spending habits, January 2012
                                                                                                              • Multiplayer gamers show high levels of interaction with adverts
                                                                                                              • Playing and Finding Games

                                                                                                                • Key points
                                                                                                                  • Over six in ten only play games when there is nothing else to do
                                                                                                                    • Figure 63: Playing and finding games, January 2012
                                                                                                                  • ‘Most popular’ list exploitation
                                                                                                                    • Figure 64: Maximum spend on games, by agreement with the statement ‘I mostly use the most popular lists to obtain games (eg The top 25 section of my App Store)’, by, January 2012
                                                                                                                  • Forward-planning players are regular downloaders
                                                                                                                    • Figure 65: Attitudes towards obtaining games, by download frequency, January 2012
                                                                                                                  • Those that rely on ‘most popular’ list likely to download from Apple
                                                                                                                    • Figure 66: Attitudes towards obtaining games, by application store usage, January 2012
                                                                                                                  • BlackBerry and Ovi downloaders take casual games seriously
                                                                                                                  • Appendix – Gaming Devices Used

                                                                                                                      • Figure 67: Devices onto which consumers have downloaded games, January 2012
                                                                                                                      • Figure 68: Devices onto which consumers have downloaded games, by devices onto which consumers have downloaded games, January 2012
                                                                                                                      • Figure 69: Devices onto which consumers have downloaded games, by demographics, January 2012
                                                                                                                      • Figure 70: Most popular types of games played by respondent, by demographics, September 2011
                                                                                                                      • Figure 71: Next most popular types of games played by respondent, by demographics, September 2011
                                                                                                                      • Figure 72: Most popular types of games played by respondent’s children, by demographics, September 2011
                                                                                                                      • Figure 73: Next most popular types of games played by respondent’s children, by demographics, September 2011
                                                                                                                  • Appendix – Maximum Spend

                                                                                                                      • Figure 74: Maximum spend, January 2012
                                                                                                                      • Figure 75: Devices onto which consumers have downloaded games, by maximum spend, January 2012
                                                                                                                      • Figure 76: Maximum spend, by devices onto which consumers have downloaded games, January 2012
                                                                                                                      • Figure 77: Maximum spend, by demographics, January 2012
                                                                                                                  • Appendix – Download Frequency

                                                                                                                      • Figure 78: Download frequency, September 2011
                                                                                                                      • Figure 79: Devices onto which consumers have downloaded games, by download frequency, January 2012
                                                                                                                      • Figure 80: Download frequency, by devices onto which consumers have downloaded games, January 2012
                                                                                                                      • Figure 81: Maximum spend, by download frequency, January 2012
                                                                                                                      • Figure 82: Download frequency, by demographics, January 2012
                                                                                                                  • Appendix – Application Store Use

                                                                                                                      • Figure 83: Application store use, January 2012
                                                                                                                      • Figure 84: Devices onto which consumers have downloaded games, by smartphone application store use, January 2012
                                                                                                                      • Figure 85: Devices onto which consumers have downloaded games, by tablet computer application store use, January 2012
                                                                                                                      • Figure 86: Smartphone application store use, by devices onto which consumers have downloaded games, January 2012
                                                                                                                      • Figure 87: Tablet application store use, by devices onto which consumers have downloaded games, January 2012
                                                                                                                      • Figure 88: Application store use, by maximum spend, January 2012
                                                                                                                      • Figure 89: Maximum spend, by application store use, January 2012
                                                                                                                      • Figure 90: Maximum spend, by smartphone application store use, January 2012
                                                                                                                      • Figure 91: Maximum spend, by tablet computer application store use, January 2012
                                                                                                                      • Figure 92: Smartphone application store use, by maximum spend, January 2012
                                                                                                                      • Figure 93: Tablet application store use, by maximum spend, January 2012
                                                                                                                      • Figure 94: Download frequency, by Application store use, January 2012
                                                                                                                      • Figure 95: Download frequency, by smartphone application store use, January 2012
                                                                                                                      • Figure 96: Download frequency, by tablet computer application store use, January 2012
                                                                                                                      • Figure 97: Smartphone application store use, by download frequency, January 2012
                                                                                                                      • Figure 98: Tablet application store use, by download frequency, January 2012
                                                                                                                      • Figure 99: Tablet application store use, by tablet computer application store use, January 2012
                                                                                                                      • Figure 100: Smartphone application store use, by smartphone application store use, January 2012
                                                                                                                      • Figure 101: Application store use, by demographics, January 2012
                                                                                                                  • Appendix – Game Playing

                                                                                                                      • Figure 102: Game-playing habits, January 2012
                                                                                                                      • Figure 103: Devices onto which consumers have downloaded games, by game-playing habits, January 2012
                                                                                                                      • Figure 104: Game-playing habits, by devices onto which consumers have downloaded games, January 2012
                                                                                                                      • Figure 105: Maximum spend, by game-playing habits, January 2012
                                                                                                                      • Figure 106: Game-playing habits, by maximum spend, January 2012
                                                                                                                      • Figure 107: Download frequency, by game-playing habits, January 2012
                                                                                                                      • Figure 108: Game playing habits, by most highest download frequency, January 2012
                                                                                                                      • Figure 109: Game playing habits, by next highest download frequency, January 2012
                                                                                                                      • Figure 110: Game-playing habits, by smartphone application store use, January 2012
                                                                                                                      • Figure 111: Game-playing habits, by tablet computer application store use, January 2012
                                                                                                                      • Figure 112: Smartphone application store use, by game-playing habits, January 2012
                                                                                                                      • Figure 113: Tablet application store use, by game-playing habits, January 2012
                                                                                                                      • Figure 114: Portable media player application store use, by game-playing habits, January 2012
                                                                                                                      • Figure 115: Game-playing habits, by game-playing habits, January 2012
                                                                                                                      • Figure 116: Game-playing habits, by demographics, January 2012
                                                                                                                  • Appendix – Attitudes Towards Buying Games

                                                                                                                      • Figure 117: Attitudes towards spending on games, January 2012
                                                                                                                      • Figure 118: Devices onto which consumers have downloaded games, by agreement with the statements ‘I'm happy to pay for new levels for games I enjoy playing’ and ‘I am happy to buy extra content’, January 2012
                                                                                                                      • Figure 119: Devices onto which consumers have downloaded games, by agreement with the statements ‘I think games for mobile devices are good value for money’ and ‘I often wait for mobile games to be discounted before purchasing them’, January 2012
                                                                                                                      • Figure 120: Attitudes towards spending on games, by devices onto which consumers have downloaded games, January 2012
                                                                                                                      • Figure 121: Maximum spend, by agreement with the statements ‘I'm happy to pay for new levels for games I enjoy playing’ and ‘I am happy to buy extra content’, January 2012
                                                                                                                      • Figure 122: Maximum spend, by agreement with the statements ‘I think games for mobile devices are good value for money’ and ‘I often wait for mobile games to be discounted before purchasing them’, January 2012
                                                                                                                      • Figure 123: Attitudes towards spending on games, by maximum spend, January 2012
                                                                                                                      • Figure 124: Download frequency, by agreement with the statements ‘I set aside time in my day to play mobile games’ and ‘I only play games when I have nothing else to do’, January 2012
                                                                                                                      • Figure 125: Download frequency, by agreement with the statements ‘Most of my game recommendations come from friends’ and ‘I mostly use the most popular lists to obtain games ’, January 2012
                                                                                                                      • Figure 126: Download frequency, by agreement with the statements ‘Most of my game recommendations come from friends’ and ‘I mostly use the most popular lists to obtain games ’, January 2012
                                                                                                                      • Figure 127: Attitudes towards spending on games, by download frequency, January 2012
                                                                                                                      • Figure 128: Attitudes towards spending on games, by smartphone application store use, January 2012
                                                                                                                      • Figure 129: Attitudes towards spending on games, by tablet computer application store use, January 2012
                                                                                                                      • Figure 130: Attitudes towards spending on games, by portable media player application store use, January 2012
                                                                                                                      • Figure 131: Smartphone application store use, by agreement with the statements ‘I'm happy to pay for new levels for games I enjoy playing’ and ‘I am happy to buy extra content’, January 2012
                                                                                                                      • Figure 132: Smartphone application store use, by agreement with the statements ‘I think games for mobile devices are good value for money’ and ‘I often wait for mobile games to be discounted before purchasing them’, January 2012
                                                                                                                      • Figure 133: Portable media player application store use, by agreement with the statements ‘I'm happy to pay for new levels for games I enjoy playing’ and ‘I am happy to buy extra content (eg weapons, characters)’, January 2012
                                                                                                                      • Figure 134: Portable media player application store use, by agreement with the statements ‘I think games for mobile devices are good value for money’ and ‘I often wait for mobile games to be discounted before purchasing them’, January 2012
                                                                                                                      • Figure 135: Game-playing habits, by agreement with the statements ‘I'm happy to pay for new levels for games I enjoy playing’ and ‘I am happy to buy extra content’, January 2012
                                                                                                                      • Figure 136: Game-playing habits, by agreement with the statements ‘I think games for mobile devices are good value for money’ and ‘I often wait for mobile games to be discounted before purchasing them’, January 2012
                                                                                                                      • Figure 137: Attitudes towards spending on games, by game-playing habits, January 2012
                                                                                                                      • Figure 138: Attitudes towards spending on games, by agreement with the statements ‘I'm happy to pay for new levels for games I enjoy playing’ and ‘I am happy to buy extra content’, January 2012
                                                                                                                      • Figure 139: Attitudes towards spending on games, by agreement with the statements ‘I think games for mobile devices are good value for money’ and ‘I often wait for mobile games to be discounted before purchasing them’, January 2012
                                                                                                                      • Figure 140: Agreement with the statements ‘I'm happy to pay for new levels for games I enjoy playing’ and ‘I am happy to buy extra content’, by demographics, January 2012
                                                                                                                      • Figure 141: Agreement with the statements ‘I think games for mobile devices are good value for money’ and ‘I often wait for mobile games to be discounted before purchasing them’, by demographics, January 2012
                                                                                                                  • Appendix – Spending Habits

                                                                                                                      • Figure 142: Spending habits, January 2012
                                                                                                                      • Figure 143: Devices onto which consumers have downloaded games, by spending habits, January 2012
                                                                                                                      • Figure 144: Spending habits, by devices onto which consumers have downloaded games, January 2012
                                                                                                                      • Figure 145: Maximum spend, by spending habits, January 2012
                                                                                                                      • Figure 146: Spending habits, by maximum spend, January 2012
                                                                                                                      • Figure 147: Download frequency, by spending habits, January 2012
                                                                                                                      • Figure 148: Spending habits, by download frequency, January 2012
                                                                                                                      • Figure 149: Spending habits, by smartphone application store use, January 2012
                                                                                                                      • Figure 150: Spending habits, by tablet computer application store use, January 2012
                                                                                                                      • Figure 151: Smartphone application store use, by spending habits, January 2012
                                                                                                                      • Figure 152: Tablet computer application store use, by spending habits, January 2012
                                                                                                                      • Figure 153: Game-playing habits, by spending habits, January 2012
                                                                                                                      • Figure 154: Spending habits, by game-playing habits, January 2012
                                                                                                                      • Figure 155: Spending habits, by agreement with the statements ‘I'm happy to pay for new levels for games I enjoy playing’ and ‘I am happy to buy extra content’, January 2012
                                                                                                                      • Figure 156: Spending habits, by agreement with the statements ‘I think games for mobile devices are good value for money’ and ‘I often wait for mobile games to be discounted before purchasing them’, January 2012
                                                                                                                      • Figure 157: Attitudes towards spending on games, by spending habits, January 2012
                                                                                                                      • Figure 158: Spending habits, by spending habits, January 2012
                                                                                                                      • Figure 159: Spending habits, by demographics, January 2012
                                                                                                                  • Appendix – Obtaining Games

                                                                                                                      • Figure 160: Obtaining games, January 2012
                                                                                                                      • Figure 161: Devices onto which consumers have downloaded games, by agreement with the statements ‘I search within a specific genre of games’ and ‘I obtain games after reading reviews’, January 2012
                                                                                                                      • Figure 162: Devices onto which consumers have downloaded games, by agreement with the statements ‘I set aside time in my day to play mobile games’ and ‘I only play games when I have nothing else to do’, January 2012
                                                                                                                      • Figure 163: Devices onto which consumers have downloaded games, by agreement with the statements ‘Most of my game recommendations come from friends’ and ‘I mostly use the most popular lists to obtain games’, January 2012
                                                                                                                      • Figure 164: Obtaining games, by devices onto which consumers have downloaded games, January 2012
                                                                                                                      • Figure 165: Maximum spend, by agreement with the statements ‘I search within a specific genre of games’ and ‘I obtain games after reading reviews’, January 2012
                                                                                                                      • Figure 166: Maximum spend, by agreement with the statements ‘I set aside time in my day to play mobile games’ and ‘I only play games when I have nothing else to do’, January 2012
                                                                                                                      • Figure 167: Maximum spend, by agreement with the statements ‘Most of my game recommendations come from friends’ and ‘I mostly use the most popular lists to obtain games’, January 2012
                                                                                                                      • Figure 168: Download frequency, by agreement with the statements ‘I search within a specific genre of games’ and ‘I obtain games after reading reviews’, January 2012
                                                                                                                      • Figure 169: Download frequency, by agreement with the statements ‘I set aside time in my day to play mobile games’ and ‘I only play games when I have nothing else to do’, January 2012
                                                                                                                      • Figure 170: Download frequency, by agreement with the statements ‘Most of my game recommendations come from friends’ and ‘I mostly use the most popular lists to obtain games’, January 2012
                                                                                                                      • Figure 171: Obtaining games, by highest download frequency, January 2012
                                                                                                                      • Figure 172: Obtaining games, by next highest download frequency, January 2012
                                                                                                                      • Figure 173: Obtaining games, by smartphone application store use, January 2012
                                                                                                                      • Figure 174: Obtaining games, by tablet computer application store use, January 2012
                                                                                                                      • Figure 175: Smartphone application store use, by agreement with the statements ‘I search within a specific genre of games’ and ‘I obtain games after reading reviews’, January 2012
                                                                                                                      • Figure 176: Smartphone application store use, by agreement with the statements ‘I set aside time in my day to play mobile games’ and ‘I only play games when I have nothing else to do’, January 2012
                                                                                                                      • Figure 177: Smartphone application store use, by agreement with the statements ‘Most of my game recommendations come from friends’ and ‘I mostly use the most popular lists to obtain games’, January 2012
                                                                                                                      • Figure 178: Game-playing habits, by agreement with the statements ‘I search within a specific genre of games’ and ‘I obtain games after reading reviews’, January 2012
                                                                                                                      • Figure 179: Game-playing habits, by agreement with the statements ‘I set aside time in my day to play mobile games’ and ‘I only play games when I have nothing else to do’, January 2012
                                                                                                                      • Figure 180: Game-playing habits, by agreement with the statements ‘Most of my game recommendations come from friends’ and ‘I mostly use the most popular lists to obtain games’, January 2012
                                                                                                                      • Figure 181: Obtaining games, by game-playing habits, January 2012
                                                                                                                      • Figure 182: Obtaining games, by agreement with the statements ‘I'm happy to pay for new levels for games I enjoy playing’ and ‘I am happy to buy extra content’, January 2012
                                                                                                                      • Figure 183: Obtaining games, by agreement with the statements ‘I think games for mobile devices are good value for money’ and ‘I often wait for mobile games to be discounted before purchasing them’, January 2012
                                                                                                                      • Figure 184: Attitudes towards spending on games, by agreement with the statements ‘I search within a specific genre of games’ and ‘I obtain games after reading reviews’, January 2012
                                                                                                                      • Figure 185: Attitudes towards spending on games, by agreement with the statements ‘I set aside time in my day to play mobile games’ and ‘I only play games when I have nothing else to do’, January 2012
                                                                                                                      • Figure 186: Attitudes towards spending on games, by agreement with the statements ‘Most of my game recommendations come from friends’ and ‘I mostly use the most popular lists to obtain games’, January 2012
                                                                                                                      • Figure 187: Spending habits, by agreement with the statements ‘I search within a specific genre of games’ and ‘I obtain games after reading reviews’, January 2012
                                                                                                                      • Figure 188: Spending habits, by agreement with the statements ‘I set aside time in my day to play mobile games’ and ‘I only play games when I have nothing else to do’, January 2012
                                                                                                                      • Figure 189: Spending habits, by agreement with the statements ‘Most of my game recommendations come from friends’ and ‘I mostly use the most popular lists to obtain games’, January 2012
                                                                                                                      • Figure 190: Obtaining games, by spending habits, January 2012
                                                                                                                      • Figure 191: Obtaining games, by agreement with the statements ‘I search within a specific genre of games’ and ‘I obtain games after reading reviews’, January 2012
                                                                                                                      • Figure 192: Obtaining games, by agreement with the statements ‘I set aside time in my day to play mobile games’ and ‘I only play games when I have nothing else to do’, January 2012
                                                                                                                      • Figure 193: Obtaining games, by agreement with the statements ‘Most of my game recommendations come from friends’ and ‘I mostly use the most popular lists to obtain games ’, January 2012
                                                                                                                      • Figure 194: Agreement with the statements ‘I search within a specific genre of games’ and ‘I obtain games after reading reviews’, by demographics, January 2012
                                                                                                                      • Figure 195: Agreement with the statements ‘I search within a specific genre of games’ and ‘I obtain games after reading reviews’, by demographics, January 2012
                                                                                                                      • Figure 196: Agreement with the statements ‘I search within a specific genre of games’ and ‘I obtain games after reading reviews’, by demographics, January 2012

                                                                                                                  Companies Covered

                                                                                                                  • Amazon.co.uk
                                                                                                                  • Apple Retail UK
                                                                                                                  • AT&T Inc.
                                                                                                                  • Atari UK
                                                                                                                  • Atomico Ventures
                                                                                                                  • Beeline Interactive Inc
                                                                                                                  • Capcom Group
                                                                                                                  • Electronic Arts Limited UK
                                                                                                                  • Electronic Arts, Inc
                                                                                                                  • Facebook, Inc.
                                                                                                                  • Fédération Internationale de Football Association
                                                                                                                  • Game Group
                                                                                                                  • Gameloft (UK) Limited
                                                                                                                  • Glu Mobile Inc.
                                                                                                                  • Hasbro UK Ltd
                                                                                                                  • Namco Bandai Holdings (USA)
                                                                                                                  • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                  • Nokia Corporation (UK)
                                                                                                                  • Palm Inc.
                                                                                                                  • Popcap Games Inc
                                                                                                                  • Research in Motion Uk Ltd.
                                                                                                                  • Rovio Entertainment Oy
                                                                                                                  • Skype Technologies S.A.
                                                                                                                  • Sonic Corp.
                                                                                                                  • Sony Ericsson Mobile Communications AB
                                                                                                                  • T-Mobile (UK) Ltd
                                                                                                                  • U.S. Securities and Exchange Commission
                                                                                                                  • Vivendi Universal S.A.
                                                                                                                  • Zynga

                                                                                                                  Mobile Application Gaming - UK - February 2012

                                                                                                                  £1,995.00 (Excl.Tax)