A new study from Fluent (via Social Times) shows that mobile gaming is still as popular as it’s ever been, except when it comes to consumers making purchases with them.
The customer acquisition platform reported that results from the survey show that, out of the more than 1,000 gamers surveyed, about 77 percent play mobile games multiple times per week, while 46 percent partake in some form of gaming on a daily basis. Fluent also pointed out that nearly half (49 percent) of those polled play mobile games more than they did a year ago, while 24 percent actually play them less.
Mobile games remain quite addictive, as 21 percent of those polled said they’re hooked on mobile games, while 35 percent have admitted they played these games during an “inappropriate time,” like when they were at work.
However, a growing audience doesn’t mean everyone is paying for their mobile experiences. According to the report, 50 percent of respondents indicated they never paid a cent towards a gaming application, while 38 percent have spent money to upgrade to an ad-free experience. Meanwhile, 30 percent said they paid to get extra features or levels in a game, while 29 percent paid for some form of premium currency or accessories commonly offered in free-to-play titles.
Broken down even further, 38 percent of respondents said they made at least one in-app purchase through their smartphones, while a nearly equal 37 percent indicated that they’ve never made a purchase.
Jordan Cohen, CMO of Fluent, made further comments on the report, explaining the following:
“Mobile gaming has experienced explosive growth, and it is now a $29 billion industry. We have witnessed this first hand at Fluent, with a rapidly growing roster of app publisher clients that are using our platform to promote their apps and drive installs via cost-per-install ad campaigns (i.e., they only pay when a consumer who sees their ad actually downloads their app(s)).
“The most interesting finding, to me at least, has been how mainstream mobile gaming has become, with nearly one-half of all consumers saying they play games on their smartphones or tablets on a daily basis. It is also incredible to see that smartphones are far and away the dominant devices for gaming and have completely upended the gaming industry, with 42 percent saying they most frequently play games on their smartphones, compared to just 13 percent who say gaming consoles.
“For marketers of gaming apps, the most interesting stats will probably be around the percentage of mobile gamers who are willing to spend money on their apps. Even with an abundance of free games available for download, 50 percent of consumers say they have spent money to purchase a mobile game, and large numbers are willing to pay to unlock features or levels in mobile games (30 percent) or for digital currency and premium in-app accessories (29 percent).”
