informa
/
PC
News

Survey: As Mobile Gaming Grows, Conversion Rates Stay Low

Only 15 percent of mobile gamers have ever paid for a phone game, says a new survey from casual games publisher PopCap, who recently polled some 1,100 AT&T wireless customers to find out about their play habits.
Only 15 percent of mobile gamers have ever paid for a phone game, says a new survey from casual games publisher PopCap, who recently polled some 1,100 AT&T wireless customers to find out about their play habits. Most mobile gamers surveyed, at 76 percent, just play the free games that come pre-installed with their phone, and a third, or 33 percent, have downloaded free titles to their phone. Those who buy mobile games have purchased on average 7.2 titles, and those newer to mobile games are more likely to purchase them. The largest deciding factor among the polling sample is genre -- 61 percent of respondents said liking the genre was the top factor influencing their mobile game purchase decisions. Reasonable pricing and enjoying demo versions were the other top-ranked reasons behind mobile purchases. "Adoption of mobile games continues to grow, but conversion rate (free to paid players) remains low," says Michael Cai, vice president of video games research at analysis firm Interpret LLC. "Business model diversification is one way to address this conundrum. In addition, more innovative games... and fewer clones and knock-offs are among the keys to unlocking the potential of the mobile gaming market." Information Solutions Group conducted the research on PopCap's behalf via online surveys completed by 1,163 randomly-selected adult respondents between February 12 and March 6, 2009. The sampling consisted of North American AT&T mobile customers, and 337 respondents were men while 332 were women.

Latest Jobs

Sucker Punch Productions

Bellevue, Washington
08.27.21
Combat Designer

Xbox Graphics

Redmond, Washington
08.27.21
Senior Software Engineer: GPU Compilers

Insomniac Games

Burbank, California
08.27.21
Systems Designer

Deep Silver Volition

Champaign, Illinois
08.27.21
Senior Environment Artist
More Jobs   

CONNECT WITH US

Register for a
Subscribe to
Follow us

Game Developer Account

Game Developer Newsletter

@gamedevdotcom

Register for a

Game Developer Account

Gain full access to resources (events, white paper, webinars, reports, etc)
Single sign-on to all Informa products

Register
Subscribe to

Game Developer Newsletter

Get daily Game Developer top stories every morning straight into your inbox

Subscribe
Follow us

@gamedevdotcom

Follow us @gamedevdotcom to stay up-to-date with the latest news & insider information about events & more