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Mobile Gaming - US - October 2013

“The mobile gaming sector is new, widespread, and growing. Non-traditional demographics have taken to mobile gaming. App store listings and gaining good reviews at app stores are critical, and game makers exploring the optimum way to monetize of their product must keep in mind the increased likelihood of download if the game is free and the already proven in-game spend model.”

– Ika Erwina, Retail and Technology Analyst

This report looks at the following areas:

  • Catching the wind of change in mobile gaming
  • “Why Buy” outlooks affect monetization

Mobile gaming is finding a place among demographics that traditionally shy away from video games. As a result, growth of this market is unlikely cannibalizing gamers from other platforms as much as it is creating new gamers. The overall gaming industry likely has sufficient space for PC, console, online, and mobile gaming to coexist and even merge. Integration across platforms may appeal to core players who plan to purchase next-generation consoles in the near future.

Monetization remains a hot topic for mobile gaming. Mobile gamers are much more willing to download a free game than a paid game, meaning developers or publishers that want to reach a mass audience have to find revenue streams that do not include up-front costs, and free versions of paid games need to incentivize gamers to trade up.

There is still a market for paid games, particularly among traditional gamer demographics, however the same issues stand and publishers of paid games should also continue to explore new ways to create revenue streams from existing game players. The free version of a paid game must be engaging enough to attract initial interest but not fulfilling enough to satiate the gamer’s appetite. 

Definition

For the purpose of this report, the mobile gaming market is defined as games downloaded for free or for a fee from a mobile carrier or app store on a cell phone or a tablet (eg, iPad, iPad mini, Samsung Galaxy, Kindle Fire). Except in discussion regarding competitive context, the report excludes hardware, games for portable game consoles (such as those made by Sony or Nintendo), or other home-based consoles or computers (desktop or laptop).

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Table of contents

  1. Scope and Themes

      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                  • Game genres
                    • Game platforms
                      • Other terms
                      • Executive Summary

                          • Market factors
                            • Consumers flocking to smartphones and tablets
                              • More than half likely to play a mobile game in a typical week
                                • Figure 1: Frequency of gaming activity, by platform, September 2013
                              • The consumer
                                • Making money from “free” games
                                  • Figure 2: Average number of (free vs. paid) mobile apps downloads and deletions in the past month, September 2013
                                • App store browsing an important factor in app discovery
                                  • Figure 3: Mobile gamers’ attitudes toward app stores, by gender and age, August 2013
                                • More time spent on tablets for mobile gaming
                                  • Figure 4: Frequency of mobile gaming in a typical week, by primary mobile gaming device, September 2013
                                • Mobile gaming slightly more often played at home, most notably among females and younger gamers
                                  • Figure 5: Mobile gaming activity at home vs. on-the-go, by gender and age, September 2013
                                • “Spread the word” more
                                  • Figure 6: Number of game titles played in the past week on cell phone/tablet, by genre, by gender, August 2013
                                • Despite trend toward social gaming, solo gaming remains prevalent
                                  • Figure 7: Attitudes toward playing mobile games by themselves vs. with others, by gender and age, September 2013
                                • Seamless integration between platforms for gaming's core demographic
                                  • Figure 8: Mobile gamers’ attitudes toward gaming experience and plan to purchase the next generation consoles within the next 24 months, by gender and age, September 2013
                                • Women particularly influenced by friends, family to download games
                                  • Figure 9: Social and advertising influence around game apps, by gender, September 2013
                                • A third of mobile gamers see ads in games, but most are averse to ads in paid games
                                  • Figure 10: Attitudes toward ads on mobile games, by genre played, August 2013
                                • What we think
                                • Issues and Insights

                                    • Catching the wind of change in mobile gaming
                                      • The issues
                                        • The implications
                                          • “Why Buy” outlooks affect monetization
                                            • The issues
                                              • The implications
                                              • Trend Applications

                                                  • Inspire Trend: Why Buy
                                                    • Inspire Trend: Attention Economy
                                                      • Mintel Futures: Access Anything, Anywhere
                                                      • Market Drivers

                                                        • Key points
                                                          • High smartphone and tablet penetration
                                                            • App stores/downloads
                                                              • Minority’s growing population and disposable income favorable to mobile gaming
                                                                • Figure 11: Population, by race/Hispanic origin, 2008-18
                                                            • Competitive Context

                                                              • Key points
                                                                • Competition with other gaming platforms
                                                                  • Overview
                                                                    • Figure 12: Frequency of gaming activity, by platform, September 2013
                                                                  • Online games
                                                                    • PC games
                                                                      • Home-console games
                                                                        • Portable-console games
                                                                          • Smartphones and tablet content usage
                                                                            • Figure 13: Selected mobile activities in U.S., by smartphone vs. tablet users, December 2012
                                                                        • Leading Players

                                                                          • Key points
                                                                            • App stores
                                                                              • Overview
                                                                                • Apple’s App Store
                                                                                  • Google Play
                                                                                    • Amazon Appstore
                                                                                      • Game developers
                                                                                        • Overview
                                                                                          • Supercell
                                                                                            • Rovio’s Angry Birds
                                                                                              • Electronic Arts (EA)
                                                                                              • Innovations and Innovators

                                                                                                  • Never-ending challenges through frequent app updates spur addiction
                                                                                                    • Gaming with friends
                                                                                                      • Unisex and female-oriented gaming
                                                                                                        • Mobile storytelling
                                                                                                          • Mobile app for parents and children
                                                                                                          • Mobile Gaming Activity

                                                                                                            • Key points
                                                                                                              • Parity between the genders in mobile gaming; Millennials core to the market
                                                                                                                • Figure 14: Frequency of mobile gaming activity, by gender and age, September 2013
                                                                                                                • Figure 15: Mobile gaming activity now compared to the past 12 months, by gender and age, September 2013
                                                                                                              • The highest and the lowest income groups most likely to devote time to mobile gaming
                                                                                                                • Figure 16: Frequency of mobile gaming activity, by household income, September 2013
                                                                                                                • Figure 17: Mobile gaming activity now compared to the past 12 months, by household income, September 2013
                                                                                                              • Mobile gamers’ other gaming activity
                                                                                                                • Figure 18: Frequency of mobile gamers’ gaming activity on other platforms in a typical week, September 2013
                                                                                                            • Primary Mobile Gaming Device

                                                                                                              • Key points
                                                                                                                • Mobile OS: smartphone vs. tablet
                                                                                                                  • Smartphone most likely the main platform for mobile gaming; tablet use on the rise
                                                                                                                    • Male mobile gamers prefer Android
                                                                                                                      • Figure 19: Primary mobile gaming device, tablet and smartphone by OS, by gender, September 2013
                                                                                                                    • Millennial gamers most likely to play on smartphones, Boomers overindex on tablets
                                                                                                                      • Figure 20: Primary mobile gaming device, tablet and smartphone by OS, by age, September 2013
                                                                                                                    • Little difference in frequency of game play on tablets vs. smartphones
                                                                                                                      • Figure 21: Frequency of mobile gaming in a typical week, by primary mobile gaming device, September 2013
                                                                                                                    • Other gaming platforms
                                                                                                                      • More than half of mobile gamers likely to play five types of games in a typical weeks
                                                                                                                        • Figure 22: Number of game platforms played by mobile gamers, September 2013
                                                                                                                      • Most are satisfied with their mobile gaming experience
                                                                                                                        • Figure 23: Mobile gamers’ attitudes toward gaming experience – an extension of other games platforms and connection to larger screen, by gender and age, September 2013
                                                                                                                    • Mobile Gaming Activity At Home vs. On-the-go

                                                                                                                      • Key points
                                                                                                                        • Mobile gaming more frequently played at home, particularly by women and younger gamers
                                                                                                                          • Figure 24: Mobile gaming activity at home vs. on-the-go, by gender and age, September 2013
                                                                                                                        • Android and Kindle Fire tablet mobile gameplay pointers at home
                                                                                                                          • Figure 25: Mobile gaming activity at home vs. on-the-go, by primary gaming device by mobile OS, September 2013
                                                                                                                      • Genres Played

                                                                                                                        • Key points
                                                                                                                          • Mobile games played in the past week by genres
                                                                                                                            • Action, strategy, and adventure games most likely played in the past week
                                                                                                                              • Figure 26: Number of game titles played in the past week on cell phone/tablet, by genre, August 2013
                                                                                                                              • Figure 27: Types of game genres played in the past week on cell phone/tablet, by game genres played, August 2013
                                                                                                                            • Male mobile gamers play more game genre titles than women
                                                                                                                              • Figure 28: Number of game titles played in the past week on cell phone/tablet, by genre, by gender, August 2013
                                                                                                                            • Likelihood of having played a particular genre, number of titles played correlates with youth and income
                                                                                                                              • Figure 29: Incidence of playing each genre and number of game titles played in the past week on cell phone/tablet, by age, August 2013
                                                                                                                              • Figure 30: Incidence of playing each genre and number of game titles played in the past week on cell phone/tablet, by household income, August 2013
                                                                                                                            • Opportunities in game genres
                                                                                                                              • Little difference in most genres played at home vs. on-the-go
                                                                                                                                • Figure 31: Mobile gaming activity at home vs. on-the-go, by genre of games played in the past week, August 2013
                                                                                                                              • Different discovery process necessitates social approach and creative ads
                                                                                                                                • Figure 32: Recommending mobile games to others and ways of learning about mobile games, by genre of games played in the past week, August 2013
                                                                                                                            • Game App Downloads and Deletions

                                                                                                                              • Key points
                                                                                                                                • Free game downloads far exceed paid; significant level of deletion
                                                                                                                                  • Figure 33: Average number of (free vs. paid) mobile apps downloads and deletions in the past month, September 2013
                                                                                                                                • Game downloads largely on tablets
                                                                                                                                  • Figure 34: Free vs. paid mobile apps downloads and deletions in the past month, by primary mobile gaming device, September 2013
                                                                                                                                • Frequent mobile gamers average four free and two paid downloads per month
                                                                                                                                  • Figure 35: Average number of (free vs. paid) game apps downloads and deletions in the past month, by level of mobile gaming, September 2013
                                                                                                                                • Men more active in downloading and deleting
                                                                                                                                  • Figure 36: Average number of (free vs. paid) game apps downloads and deletions in the past month, by gender, September 2013
                                                                                                                                • Paid game downloads purview of younger gamers
                                                                                                                                  • Figure 37: Average number of (free vs. paid) game apps downloads and deletions in the past month, by age, September 2013
                                                                                                                              • Social vs. Advertising Influence on Game Apps

                                                                                                                                • Key points
                                                                                                                                  • From and for peer promotion
                                                                                                                                    • Figure 38: Recommending mobile games to others and ways of learning about mobile games, by (free vs. paid) app downloads and deletions, September 2013
                                                                                                                                  • Greater social influence for women; in-game ads likely for men
                                                                                                                                    • Figure 39: Recommending mobile games to others and ways of learning about mobile games, by gender, September 2013
                                                                                                                                  • Viral marketing orienting toward Millennials
                                                                                                                                    • Figure 40: Recommending mobile games to others and ways of learning about mobile games, by age, September 2013
                                                                                                                                • Attitudes to App Stores and Paying for Mobile Games

                                                                                                                                  • Key points
                                                                                                                                    • Discovery process, purchases, and payment methods
                                                                                                                                      • App-store browsing an important factor in app discovery
                                                                                                                                        • Figure 41: Mobile gamers’ occasions for going to app stores, by gender and age, August 2013
                                                                                                                                      • Younger demographics and men more receptive to paying for mobile games
                                                                                                                                        • Figure 42: Mobile gamers’ attitudes toward game downloading and buying, by gender and age, August 2013
                                                                                                                                      • Payment method for in-app store purchases
                                                                                                                                        • Figure 43: Mobile gamers’ attitudes toward payment method for in-app purchases, by household income, August 2013
                                                                                                                                      • Securing downloads in the app store, game retention after download
                                                                                                                                        • Figure 44: Mobile gamers’ attitudes toward game downloading and buying, by free vs. paid game app downloads, August 2013
                                                                                                                                        • Figure 45: Mobile gamers’ attitudes toward game downloading and buying, by level of mobile gamers, August 2013
                                                                                                                                        • Figure 46: Mobile gamers’ attitudes toward game downloading and buying, by genre of games played, August 2013
                                                                                                                                    • Attitudes Toward Mobile Gaming

                                                                                                                                      • Key points
                                                                                                                                        • Individual gaming remains prevalent
                                                                                                                                          • Figure 47: Attitudes toward playing mobile games by themselves vs. with others, by gender and age, September 2013
                                                                                                                                        • Seamless integration between platforms
                                                                                                                                          • Figure 48: Mobile gamers’ attitudes toward gaming experience and plans to purchase the next-generation consoles within the next 24 months, by gender and age, September 2013
                                                                                                                                          • Figure 49: Mobile gamers’ attitudes toward gaming experience and plan to purchase the next-generation consoles within the next 24 months, by household income, September 2013
                                                                                                                                      • Attitudes Toward Advertising on Mobile Games

                                                                                                                                        • Key points
                                                                                                                                          • One third of mobile gamers accustomed to ads, but most averse to ads in paid games
                                                                                                                                            • Figure 50: Attitudes toward ads on mobile games, by game genres, August 2013
                                                                                                                                          • Millennials most likely to have been exposed to ads in mobile games
                                                                                                                                            • Figure 51: Attitudes toward ads on mobile games, by age, August 2013
                                                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                                                          • Key points
                                                                                                                                            • Mobile gaming: frequency and game play at home vs. on-the-go
                                                                                                                                              • Figure 52: Mobile gamers’ frequency of play on mobile gaming, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 53: Mobile gaming activity at home vs. on-the-go, by race/Hispanic origin, September 2013
                                                                                                                                            • Asians highly engaged in mobile gaming
                                                                                                                                              • Figure 54: Primary mobile gaming device, tablet and smartphone by OS, by race/Hispanic origin, September 2013
                                                                                                                                            • Genres played
                                                                                                                                              • Figure 55: Incidence of playing each genre and number of game titles played in the past week on cell phone/tablet, by race/Hispanic origin, August 2013
                                                                                                                                            • Game downloads (free vs. paid) and deletions
                                                                                                                                              • Figure 56: Average number of (free vs. paid) game apps downloads and deletions in the past month, by race/Hispanic origin, September 2013
                                                                                                                                            • Mobile games for children popular among Hispanics
                                                                                                                                              • Figure 57: Attitudes toward mobile game downloads for children, by race/Hispanic origin, September 2013
                                                                                                                                            • Blacks more responsive to ads, Hispanics more likely to see ads
                                                                                                                                              • Figure 58: Attitudes toward ads on mobile games, by race/Hispanic origin, August 2013
                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                            • Gaming activity
                                                                                                                                              • Figure 59: Time spent on mobile gaming compared to other types of gaming activity, September 2013
                                                                                                                                              • Figure 60: Mobile gaming compared to other types of gaming activity, by gender, September 2013
                                                                                                                                              • Figure 61: Mobile gaming compared to other types of gaming activity, by age, September 2013
                                                                                                                                              • Figure 62: Mobile gaming compared to other types of gaming activity, by gender and age, September 2013
                                                                                                                                              • Figure 63: Mobile gaming compared to other types of gaming activity, by household income, September 2013
                                                                                                                                              • Figure 64: Mobile gaming compared to other types of gaming activity, by presence of children, September 2013
                                                                                                                                              • Figure 65: Mobile gaming compared to other types of gaming activity, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 66: Mobile gaming compared to other types of gaming activity, by Hispanic origin and age, September 2013
                                                                                                                                            • Frequency of online gaming activity
                                                                                                                                              • Figure 67: Frequency of online gaming activity, by gender, September 2013
                                                                                                                                              • Figure 68: Frequency of online gaming activity, by age, September 2013
                                                                                                                                              • Figure 69: Frequency of online gaming activity, by household income, September 2013
                                                                                                                                              • Figure 70: Frequency of online gaming activity, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 71: Frequency of online gaming activity, by marital/relationship status, September 2013
                                                                                                                                              • Figure 72: Frequency of online gaming activity, by presence of children in household, September 2013
                                                                                                                                              • Figure 73: Frequency of online gaming activity, by Hispanic origin and household income, September 2013
                                                                                                                                              • Figure 74: Frequency of online gaming activity, by Hispanic origin and age, September 2013
                                                                                                                                              • Figure 75: Frequency of online gaming activity, by age and household income, September 2013
                                                                                                                                              • Figure 76: Frequency of online gaming activity, by generations, September 2013
                                                                                                                                              • Figure 77: Frequency of online gaming activity, by parents with children and age, September 2013
                                                                                                                                            • Frequency of PC gaming activity
                                                                                                                                              • Figure 78: Frequency of PC gaming activity, by gender, September 2013
                                                                                                                                              • Figure 79: Frequency of PC gaming activity, by age, September 2013
                                                                                                                                              • Figure 80: Frequency of PC gaming activity, by household income, September 2013
                                                                                                                                              • Figure 81: Frequency of PC gaming activity, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 82: Frequency of PC gaming activity, by marital/relationship status, September 2013
                                                                                                                                              • Figure 83: Frequency of PC gaming activity, by presence of children in household, September 2013
                                                                                                                                              • Figure 84: Frequency of PC gaming activity, by Hispanic origin and household income, September 2013
                                                                                                                                              • Figure 85: Frequency of PC gaming activity, by Hispanic origin and age, September 2013
                                                                                                                                              • Figure 86: Frequency of PC gaming activity, by age and household income, September 2013
                                                                                                                                              • Figure 87: Frequency of PC gaming activity, by generations, September 2013
                                                                                                                                              • Figure 88: Frequency of PC gaming activity, by parents with children in household, September 2013
                                                                                                                                            • Frequency of mobile gaming activity
                                                                                                                                              • Figure 89: Frequency of mobile gaming activity, by gender, September 2013
                                                                                                                                              • Figure 90: Frequency of mobile gaming activity, by age, September 2013
                                                                                                                                              • Figure 91: Frequency of mobile gaming activity, by household income, September 2013
                                                                                                                                              • Figure 92: Frequency of mobile gaming activity, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 93: Frequency of mobile gaming activity, by marital/relationship status, September 2013
                                                                                                                                              • Figure 94: Frequency of mobile gaming activity, by presence of children in household, September 2013
                                                                                                                                              • Figure 95: Frequency of mobile gaming activity, by Hispanic origin and household income, September 2013
                                                                                                                                              • Figure 96: Frequency of mobile gaming activity, by age and household income, September 2013
                                                                                                                                              • Figure 97: Frequency of mobile gaming activity, by generations, September 2013
                                                                                                                                              • Figure 98: Frequency of mobile gaming activity, by parents with children in household, September 2013
                                                                                                                                              • Figure 99: Frequency of mobile gaming in a typical week, by primary mobile gaming device, September 2013
                                                                                                                                            • Frequency of home-console gaming
                                                                                                                                              • Figure 100: Frequency of home-console gaming activity, by gender, September 2013
                                                                                                                                              • Figure 101: Frequency of home-console gaming activity, by age, September 2013
                                                                                                                                              • Figure 102: Frequency of home-console gaming activity, by household income, September 2013
                                                                                                                                              • Figure 103: Frequency of home-console gaming activity, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 104: Frequency of home-console gaming activity, by marital/relationship status, September 2013
                                                                                                                                              • Figure 105: Frequency of home-console gaming activity, by presence of children in household, September 2013
                                                                                                                                              • Figure 106: Frequency of home-console gaming activity, by Hispanic origin and household income, September 2013
                                                                                                                                              • Figure 107: Frequency of home-console gaming activity, by Hispanic origin and age, September 2013
                                                                                                                                              • Figure 108: Frequency of home-console gaming activity, by age and household income, September 2013
                                                                                                                                              • Figure 109: Frequency of home-console gaming activity, by generations, September 2013
                                                                                                                                              • Figure 110: Frequency of home-console gaming activity, by parents with children and age, September 2013
                                                                                                                                            • Frequency of portable-console gaming activity
                                                                                                                                              • Figure 111: Frequency of portable-console gaming activity, by gender, September 2013
                                                                                                                                              • Figure 112: Frequency of portable-console gaming activity, by age, September 2013
                                                                                                                                              • Figure 113: Frequency of portable-console gaming activity, by household income, September 2013
                                                                                                                                              • Figure 114: Frequency of portable-console gaming activity, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 115: Frequency of portable-console gaming activity, by presence of children in household, September 2013
                                                                                                                                              • Figure 116: Frequency of portable-console gaming activity, by age and household income, September 2013
                                                                                                                                              • Figure 117: Frequency of portable-console gaming activity, by generations, September 2013
                                                                                                                                              • Figure 118: Frequency of portable-console gaming activity, by parents with children and age, September 2013
                                                                                                                                            • Number of types of games/platforms played
                                                                                                                                              • Figure 119: Number of game platforms played by mobile gamers, September 2013
                                                                                                                                            • Primary mobile gaming device
                                                                                                                                              • Figure 120: Primary mobile gaming device, tablet and smartphone by OS, by gender, September 2013
                                                                                                                                              • Figure 121: Primary mobile gaming device, tablet and smartphone by OS, by age, September 2013
                                                                                                                                              • Figure 122: Primary mobile gaming device, tablet and smartphone by OS, by household income, September 2013
                                                                                                                                              • Figure 123: Primary mobile gaming device, tablet and smartphone by OS, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 124: Primary mobile gaming device, tablet and smartphone by OS, by marital/relationship status, September 2013
                                                                                                                                              • Figure 125: Primary mobile gaming device, tablet and smartphone by OS, by parents with children and age, September 2013
                                                                                                                                              • Figure 126: Primary mobile gaming device, tablet and smartphone by OS, by level of mobile gaming, September 2013
                                                                                                                                            • Mobile game downloads and deletions
                                                                                                                                              • Figure 127: Mobile game downloads and deletions, September 2013
                                                                                                                                            • Downloaded free games
                                                                                                                                              • Figure 128: Incidence and number of free games downloaded into smartphones/tablets in the past month, by age, September 2013
                                                                                                                                              • Figure 129: Incidence and number of free games downloaded into smartphones/tablets in the past month, by generations, September 2013
                                                                                                                                              • Figure 130: Incidence and number of free games downloaded into smartphones/tablets in the past month, by household income, September 2013
                                                                                                                                              • Figure 131: Incidence and number of free games downloaded into smartphones/tablets in the past month, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 132: Incidence and number of free games downloaded into smartphones/tablets in the past month, by marital/relationship status, September 2013
                                                                                                                                              • Figure 133: Incidence and number of free games downloaded into smartphones/tablets in the past month, by presence of children in household, September 2013
                                                                                                                                              • Figure 134: Incidence and number of free games downloaded into smartphones/tablets in the past month, by age and household income, September 2013
                                                                                                                                              • Figure 135: Incidence and number of free games downloaded into smartphones/tablets in the past month, by generations, September 2013
                                                                                                                                              • Figure 136: Incidence and number of free games downloaded into smartphones/tablets in the past month, by parents with children and age, September 2013
                                                                                                                                              • Figure 137: Incidence and number of free games downloaded into smartphones/tablets in the past month, by main device used for gaming, September 2013
                                                                                                                                            • Downloaded paid games
                                                                                                                                              • Figure 138: Incidence and number of paid for games downloaded into smartphones/tablets in the past month, by age, September 2013
                                                                                                                                              • Figure 139: Incidence and number of paid for games downloaded into smartphones/tablets in the past month, by household income, September 2013
                                                                                                                                              • Figure 140: Incidence and number of paid for games downloaded into smartphones/tablets in the past month, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 141: Incidence and number of paid for games downloaded into smartphones/tablets in the past month, by marital/relationship status, September 2013
                                                                                                                                              • Figure 142: Incidence and number of paid for games downloaded into smartphones/tablets in the past month, by presence of children in household, September 2013
                                                                                                                                              • Figure 143: Incidence and number of paid for games downloaded into smartphones/tablets in the past month, by age and household income, September 2013
                                                                                                                                              • Figure 144: Incidence and number of paid for games downloaded into smartphones/tablets in the past month, by generations, September 2013
                                                                                                                                              • Figure 145: Incidence and number of paid for games downloaded into smartphones/tablets in the past month, by parents with children and age, September 2013
                                                                                                                                              • Figure 146: Incidence and number of paid for games downloaded into smartphones/tablets in the past month, by main device used for gaming, September 2013
                                                                                                                                            • Deleted or removed games from phone/tablet
                                                                                                                                              • Figure 147: Numbers of mobile games removed from smartphone/tablet in the past month, by age, September 2013
                                                                                                                                              • Figure 148: Numbers of mobile games removed from smartphone/tablet in the past month, by household income, September 2013
                                                                                                                                              • Figure 149: Numbers of mobile games removed from smartphone/tablet in the past month, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 150: Numbers of mobile games removed from smartphone/tablet in the past month, by marital/relationship status, September 2013
                                                                                                                                              • Figure 151: Numbers of mobile games removed from smartphone/tablet in the past month, by presence of children in household, September 2013
                                                                                                                                              • Figure 152: Numbers of mobile games removed from smartphone/tablet in the past month, by age and household income, September 2013
                                                                                                                                              • Figure 153: Numbers of mobile games removed from smartphone/tablet in the past month, by generations, September 2013
                                                                                                                                              • Figure 154: Numbers of mobile games removed from smartphone/tablet in the past month, by parents with children and age, September 2013
                                                                                                                                              • Figure 155: Numbers of mobile games removed from smartphone/tablet in the past month, by parents with children and age, September 2013
                                                                                                                                              • Figure 156: Numbers of mobile games removed from smartphone/tablet in the past month, by main device used for gaming, September 2013
                                                                                                                                            • Attitudes toward mobile gaming
                                                                                                                                              • Figure 157: Attitudes toward mobile gaming, by gender, September 2013
                                                                                                                                              • Figure 158: Attitudes toward mobile gaming, by age, September 2013
                                                                                                                                              • Figure 159: Attitudes toward mobile gaming, by gender and age, September 2013
                                                                                                                                              • Figure 160: Attitudes toward mobile gaming, by household income, September 2013
                                                                                                                                              • Figure 161: Attitudes toward mobile gaming, by race/Hispanic origin, September 2013
                                                                                                                                              • Figure 162: Attitudes toward mobile gaming, by marital/relationship status, September 2013
                                                                                                                                              • Figure 163: Attitudes toward mobile gaming, by presence of children in household, September 2013
                                                                                                                                              • Figure 164: Attitudes toward mobile gaming, by age and household income, September 2013
                                                                                                                                              • Figure 165: Attitudes toward mobile gaming, by generations, September 2013
                                                                                                                                              • Figure 166: Attitudes toward mobile gaming, by parents with children and age, September 2013
                                                                                                                                              • Figure 167: Attitudes toward mobile gaming, by presence of children in household, September 2013
                                                                                                                                              • Figure 168: Attitudes toward mobile gaming, by main device used for gaming, September 2013
                                                                                                                                            • Games played by category
                                                                                                                                              • Figure 169: Number of game titles played in the past week on cell phone/tablet, by genre, August 2013
                                                                                                                                            • Discovery process and advertising
                                                                                                                                              • Figure 170: Attitudes toward discovery process and advertising in mobile gaming, by gender, August 2013
                                                                                                                                              • Figure 171: Attitudes toward discovery process and advertising in mobile gaming, by age, August 2013
                                                                                                                                              • Figure 172: Attitudes toward discovery process and advertising in mobile gaming, by household income, August 2013
                                                                                                                                              • Figure 173: Attitudes toward discovery process and advertising in mobile gaming, by marital/relationship status, August 2013
                                                                                                                                              • Figure 174: Attitudes toward discovery process and advertising in mobile gaming, by presence of children in household, August 2013
                                                                                                                                              • Figure 175: Attitudes toward discovery process and advertising in mobile gaming, by generations, August 2013
                                                                                                                                              • Figure 176: Attitudes toward discovery process and advertising in mobile gaming, by parents with children and age, August 2013
                                                                                                                                              • Figure 177: Attitudes toward discovery process and advertising in mobile gaming, by genre played, August 2013
                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                            Companies Covered

                                                                                                                                            • Amazon North America
                                                                                                                                            • Amazon.com Inc
                                                                                                                                            • Apple, Inc
                                                                                                                                            • Casual Games Association (CGA)
                                                                                                                                            • Consumer Electronics Association
                                                                                                                                            • Electronic Arts, Inc
                                                                                                                                            • Entertainment Software Association
                                                                                                                                            • Facebook, Inc.
                                                                                                                                            • Gameloft (USA)
                                                                                                                                            • Google, Inc.
                                                                                                                                            • HTC
                                                                                                                                            • International Game Developers Association
                                                                                                                                            • Konami (USA)
                                                                                                                                            • Namco Bandai Holdings (USA)
                                                                                                                                            • Rovio Entertainment Oy
                                                                                                                                            • Samsung Electronics (USA)
                                                                                                                                            • Twitter, Inc.
                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                            • Walt Disney Company, The
                                                                                                                                            • YouTube, Inc.

                                                                                                                                            Mobile Gaming - US - October 2013

                                                                                                                                            £3,199.84 (Excl.Tax)