According to a study by Frank N. Magid Associates, 38 percent of social network users play games, up slightly from 36 percent in 2011. However, prime demographics have been playing the game less – including fewer than 43 percent females age 12-44, fewer than 43 percent of users age 12-17 (down from 54 percent in 2011) and about 36 percent of users 25-44 (down from 40 percent in 2011) reporting playing on a weekly basis.
The amount that they are willing to pay has also gone down; the average social network gamer who spends money on these games indicates that they are spending $51 vs. $78 last year on average. This year 34 percent of gamers say they are planning to spend less on social games in the next year vs. 22 percent who say they will spend more.
Among console players, a third say they have bought DLC in the past with the average DLC consumer currently spending about $50 per year. Spending is expected to grow in the next year to 45 percent of gamers. This percentage includes those individuals who have not bought DLC in the past but plan on buying in the near future.
Internet usage is also growing with console users as more than two-thirds of Xbox and PlayStation gamers in the U.S. go online multiple times a week using their console, while non-gaming activities now account for about a third of all time spent online on a connected console among those gamers. Online spending is increasing and online play has shown no signs of slowing; in fact, online console player penetration is likely to grow by 10 percent or more next year as more console players are connecting for the first time.
With more than half of Xbox and PS3 owners wanting access to their game networks via their mobile phones, consumers clearly want cross-platform connectivity.
