GameTrack reports that Angry Birds accounted for 10 percent of gaming volume in the U.K. in Q1 2012. The mobile hit was the most acquired brand in the UK gaming market in the first quarter, ahead of Call of Duty, FIFA, Mario and Draw Something; apps were only two of the top five most popular brands but accounted for roughly half of total game acquisitions in the U.K. during the quarter.
Furthermore, 37 percent of U.K. residents aged 6 and over play games on any device every week, which is around 21 million people. Physical retail products are played by 26 percent of the U.K. followed by online games with 18 percent and mobile apps with 14 percent.
The most frequent gamers in the U.K. are aged between 6 and 10, with 83 percent playing at least one game every week. It is also the most converged demographic, with 31 percent playing mobile, on consoles and online on a weekly basis.