Half Of UK Smartphone Owners Play Mobile Games Every Month

Mobile games are becoming part and parcel of the smartphone experience for consumers across the EU5 according to numbers published by comScore, with those in the UK the most active of all. In total, more than 52 percent of UK smartphone owners claim to play a game on their devices at least once a month – a figure that compares favourably to the 42 percent average for the entire EU5, which also includes Germany, France, Spain and Italy.

This is the first paragraph of an article found on Pocketgamer.biz. It contains some interesting insights that fit the consumer and business insights focus of our blog. The article continues …

UK first

Looking deeper into the figures, 46.4 million smartphone users across the EU5 play at least one game on their handset each month – up 55 percent over the course of the past year.

In the UK, 14.2 million tackle a title or two. That’s equal to more than 30 percent of the entire game playing audience surveyed by comScore during the month of February – the largest number in all five territories.

“The rise in mobile gaming is being propelled by the rapid adoption of smartphones and the vast ecosystems of game apps they provide,” said comScore Europe product manager for mobile, Hesham Al-Jehani.

“As mobile games evolve from simple pre-loaded games to highly challenging and visually appealing games, their entertainment value has increased substantially.

“But another important – and perhaps less often reported – driver of mobile gaming is that many can be played without accessing the internet on people’s phones. This means that gaming is an easy way to fill idle time on the underground or in other locations where internet access is spotty.”

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