Games Leading Mobile App Category

July 7, 2011

nielsen-most-popular-mobile-app-categories-jul11.gifGames are the most popular mobile app category among users who have downloaded an app in the last 30 days, according to data collected by The Nielsen Company in Q2 2011. Sixty-four percent of mobile app users have downloaded a game app, slightly ahead of number two category weather (60%) and more than 10% ahead of number three category social networking (56%).

9 in 10 App Users Will Pay for Mobile Games

nielsen-paid-app-categories-jul11.gifMore than nine in 10 app downloaders (93%) are willing to pay for downloading mobile apps. This is about 7% more than are willing to pay for entertainment app downloads (87%), and 22% more than the 76% will to pay to download news apps.

WP7 Users Most Likely to Download Games

nielsen-app-usage-by-platform-jul11.gifLooking at the game app usage behavior of mobile subscribers by platform, Windows Phone7 users who play games are the most likely to download them, with 70% acquiring their games via this method. Game download rates of iOS users (69%) and Android users (66%) are close behind.

In contrast, only 28% of feature phone users and 24% of Blackberry users download game apps. The majority of users of both these platforms use preloaded games. For all five platforms surveyed, rates of using games which are web-based or transferred from another device are 10% or less.

iOS, Android Gamers Spend Most Time

nielsen-ios-games-july-2011.JPGLooking at time mobile gamers spend playing by platform, iOS users are the clear leaders with an average of 14.7 hours a month. This is close to double the industry average of 7.8 hours a month and almost 60% more than the 9.3 average monthly hours spent by Android users.
Heavy game usage by iOS and Android subscribers actually skews the industry average, as users of the other three platforms studied by Nielsen only average 4.5 to 4.7 hours a month.

Mobile Game Use Grows in 2011

In May 2011, mobile games continued a three-month growth trend started in April 2011, according to data from comScore MobiLens. In May (26.9%), the frequency of mobile game usage rose about 10% from February (24.6%). In April 2011, the percentage of mobile game users playing games increased about 9%.


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