2011 PopCap Social Gaming Research

Transcription

TABLE OF CONTENTS
Research Overview
Research Highlights
Social Gamer Profile
Social Gameplay Behavior
Virtual Currency and Special Offers
Social Network Usage and Activities
Social Games Played
Social Gaming Relationships
Segmentation Analysis
Research Methodology
2011 PopCap Games Social Gaming Research - Confidential - Prepared by Information Solutions Group
2
Research Overview
RESEARCH OVERVIEW
Research Overview
Research Objectives
 Determine the percentage of US and UK Internet users who play social games more than
15 minutes per week.
 Identify changes in social gameplay that have occurred since the previous social game
player survey including gameplay behavior, preferences and the purchase of virtual
currency with real-world money.
 Update the profile of the typical social game player.
 Examine the differences between social game players and avid social game players (those
playing six or more hours a week).
 Benchmark to the January 2010 social gaming survey as applicable.
Data Collection Overview





Methodology: Web survey (ePanel)
Audience (US and UK Internet users)
Survey length: 38 questions
Survey period: September 15, 2011 - September 22, 2011
1,201 qualified responses (801 US, 400 UK)
Survey Qualifications
 Live in the United States or United Kingdom
 Play social games more than 15 minutes per week
4
Research Overview
RESEARCH OVERVIEW - MARKET SIZING
 Significantly more Internet users in both the US and UK are playing social games than in
January 2010.
• 41% of Internet users in the US and UK have played a social game in the past three months
AND play more than 15 minutes per week compared to only 24% in January 2010.
• The number of Avid social game players (those who play at least six hours a week) has
more than doubled.
US
100%
100% 100%
90%
2010
2011
80%
UK
2010
2011
2010
2011
Played in the past 3 months
28%
42%
29%
42%
Play at least 15 minutes/week
24%
41%
25%
41%
Play at least 6 hours/week
8%
16%
6%
13%
70%
Played in the
past 3 months
60%
Plays more than 15
minutes per week
50%
42%
41%
40%
28%
30%
Plays at least 6
hours per week
24%
20%
15%
7%
10%
 Based upon a total of 289MM
Internet users in the US and
UK (240MM US, 49MM UK),
there are approximately
118.5MM social gamers in
the US and UK combined
(98MM US, 20MM UK).
0%
Internet Users (2,904)
Social Game Players
(1,220)
Social Game Players
(1,201)
Avid Social Game
Players (427)
5
Research Highlights
RESEARCH HIGHLIGHTS
Research Highlights
Significantly more people in both the US and UK are playing social
games now compared to January 2010 (41% vs. 24%).
• This equates to a 71% increase or nearly 120 million people playing
social games.
Social gaming continues to grow in terms of frequency and hours per
week played.
•The number of Avid social game players (those who play at least six
hours a week) more than doubled from 7% to 15%.
• Two-thirds or 81 million people play at least once a day, while 41% or
49 million people play multiple times a day.
• 42% said their social gameplay has increased over the past three
months.
Desktop and laptop computers continue to be the primary device used
when playing social games but use of game consoles and handheld
devices (mobile phones and tablets) is increasing.
7
Research Highlights
RESEARCH HIGHLIGHTS
30% or 35 million people are considered new to the category, playing for
the first time in the past year.
Social gaming is slower to catch on in the UK, with 38% having played for
two or more years compared to 51% in the US.
17% of current social gamers are “new game players” who have not
played games on other platforms prior to trying social games.
• These new gamers, the majority of whom are 50+ year-old females, play
social games less often than veteran gamers and are less likely to
purchase virtual gifts.
The number of social gamers who purchased virtual currency with realworld money increased sharply compared to January 2010 (26% vs. 14%).
This equates to a 86% increase and 31 million people.
•The likelihood of social gamers to purchase virtual items in the future
increased.
• Avid social game players earn/spend, purchase and give more virtual
currency and are more likely to purchase virtual items in the future.
• Males are more likely to purchase virtual currency.
8
Research Highlights
RESEARCH HIGHLIGHTS
More people between the ages of 18 – 29 are playing social games and,
as a result, the average age of a social game player has declined from 43
to 39 years.
Ads promoting games on social networking sites and word of mouth
(recommendation from friend, relative, colleague or receipt of an alert
from an online friend) continue to be primary ways Internet users hear
about new social games.
The average number of social games played increased, with current
social gamers playing an average of 7.8 different social games compared
to 6.1 in January 2010. Avid social gamers have played an average of 11.4
social games.
Based upon weekly gameplay, FarmVille and Bejeweled Blitz continue to
be two of the most popular social games in both the US and UK,
followed by Mafia Wars.
While the majority (82%) have never used a hack, bot or cheat to gain an
advantage in a social game, 8% use them regularly or occasionally.
9
For the purposes of this survey a social gamer is defined as someone who has played an online social
game on a social networking site in the past three months and plays more than 15 minutes per week.
GENDER
The proportion of male and female social gamers remained stable over the past 20 months
with females continuing to outnumber males (55% vs. 45%).
The gender difference continues to be slightly greater in the UK, where female social
gamers outnumber males 58% to 42%.
US
60%
2010 Social Gamers
2011 Social Gamers
2011 Avid Social Gamers
55%
55%
56%
UK
2010
2011
2010
2011
Male
46%
46%
42%
42%
Female
54%
54%
58%
58%
50%
45%
45%
44%
40%
30%
20%
10%
0%
Male
Female
Q31 Gender
11
AGE
35%
30%
25%
Average Age
All 2010:
All 2011:
All Avid:
US Avid:
UK Avid:
2010 Social Gamers
2011 Social Gamers
43.0
38.6
39.0
42.2
37.2
22%
21%
20%
23%
21%
20%
22%
20%
18%
16%
17%
16%
14%
15%
16%16%
15%
9%
10%
6%
6%
5%
0%
18-21
22-29
30-39
US
40-49
50-59
60+
Social gaming has experienced an
influx of younger game players.
• The average age of a social game
player has declined since January
2010 from 43 to 39 years.
• The number of social game players
who are under 30 increased from
19% to 30%, while those 50 years
and older declined from 38% to
32%.
Social game players from the UK
continue to be younger than those in
the US.
UK
2010
2011
2010
2011
Average Age
45
41.2
38
35.5
21 and under
4%
9%
9%
9%
22 - 29
11%
21%
22%
25%
30 - 39
20%
17%
25%
26%
40 - 49
20%
14%
22%
21%
50 - 59
26%
18%
15%
13%
60 +
20%
20%
8%
7%
Q32 Age
12
GEOGRAPHIC LOCATION (STATE/REGION - US ONLY)
One-fourth (26%) of the US respondents live in the Southeast region, while 17% each live in
the East or West regions.
30%
2011 US Social
2011 Avid Social
27%
26%
25%
Northeast (CT, MA, ME, NJ, NH, NY, RI, VT)
East (DC, DE, IN, MD, MI, OH, PA, WV)
Southeast (AL, FL, GA, IN, KY, NC, SC, VA)
Midwest (IL, KS, IA, MN, MO, ND, NE, SD, WI)
South (AR, LA, MS, NM, OK, TX)
Northwest (AK, ID, MT, OR, WA, WY)
West (AZ, CA, CO, HI, NV, UT)
20%
15%
16%
15%
18%
17%
17%
16%
12%
11%
10%
9%
8%
5%
5%
4%
0%
Northeast
East
Southeast
Midwest
South
Northwest
West
Q38 Region
13
DEVICES USED TO ACCESS SOCIAL GAMES
100%
95% 96%
2011 Social Gamers
90%
80%
70%
60%
50%
40%
33%
28%
30%
27%
20%
20%
10%
10%
14%
16%
10%
0%
Desktop/laptop Std/Web-enabled
phone
Smartphone
Game console
iPad or tablet
device
In addition to playing social games on a
desktop or laptop computer, more than
one-third (38%) play on a mobile phone,
20% use a game console and 10% play
on a tablet.
iPads or other tablet devices are more
popular among US social gamers, while
gameplay on a mobile phone is higher
among those in the UK.
Avid social gamers use a mobile phone,
tablet or game console more to play
social games.
 NOTE: Although a direct comparison cannot be made
to the January 2010 data due to changes in the
question elements, the prior study results are provided
below as a reference. In addition, the majority (63%)
continue to play social games on only one device,
although use of three or more devices increased from
only 5% in January 2010 to 12%.
US
UK
Desktop/laptop
96%
92%
Standard or web-enabled phone
8%
13%
Smartphone
28%
29%
Game console
20%
19%
2010
iPad or other tablet
12%
8%
Overall
US
UK
Desktop computer
71%
76%
61%
Laptop computer
50%
45%
60%
Mobile phone
9%
8%
12%
Q5 Which devices do you use to access games on social networking sites?
15
CHANGES IN GAMEPLAY OVER THE PAST THREE MONTHS
As previously indicated, social gaming continues to grow in terms of frequency and hours
per week played and as a result 42% said their social gameplay has increased over the past
three months compared to 35% in January 2010.
More than half (56%) of the Avid players have increased their social gameplay in the past
three months.
US
UK
60%
56%
50%
2010 Social Gamers
2011 Social Gamers
55%
46%
2010
2011
2010
2011
Increased
34%
41%
35%
43%
Decreased
10%
12%
12%
14%
About the same
56%
48%
53%
43%
42%
39%
40%
35%
30%
20%
10%
10%
12%
5%
0%
Increased
Decreased
About the same
Q9 How has your gameplay on social networking sites changed over the past three months?
16
LENGTH OF TIME PLAYING SOCIAL GAMES
50%
45%
44%
2010 Social Gamers
2011 Social Gamers
40%
35%
30%
28%
25%
20%
20%
17%
14%
15%
10%
10%
5%
25%
23%
2%2%
1%
17%
13%
10%
18%
11%
8%
6%
5%
3%
21%
0%
< 1 mth
1 - 3 mths
4 - 6 mths
7 - 12 mths
US
UK
2010
2011
2010
2011
< 1 month
2%
2%
2%
4%
1 - 3 months
9%
4%
13%
6%
4 - 6 months
14%
8%
13%
14%
7 - 12 months
16%
12%
18%
15%
1 - 2 years
18%
23%
23%
24%
2 - 3 years
11%
18%
12%
19%
> 3 years
29%
33%
19%
19%
1 - 2 yrs
2 - 3 yrs
> 3 yrs
More than two-thirds (69%) of the
social gamers surveyed have been
playing social games for at least one
year, with almost half (46%) playing for
two or more years.
• This represents a significant increase
compared to the 2010 survey where
56% played for at least one year and
36% played for two or more years.
82% of the Avid social gamers have
been playing social games for at least
one year, of which 44% have played for
more than three years.
Those in the UK are newer to social
gaming, with 38% playing two or more
years compared to 51% in the US.
Q1 How long have you been playing social games?
17
FREQUENCY OF SOCIAL GAMEPLAY
80%
70%
70%
The frequency of social gameplay has
increased slightly compared to
January 2010, with a total of 68%
playing at least once a day, of which
41% play several times a day.
70% of the Avid social gamers play
several times a day.
2010 Social Gamers
2011 Social Gamers
60%
50%
41%
40%
34%
30%
30%
31%
27%
26%
21%
20%
10%
7%
5% 5%
2%
0%
Several times a day
Once a day
2 - 3 times a week
US
UK
2010
2011
2010
2011
Several times/day
36%
44%
30%
36%
Once a day
32%
26%
25%
31%
2 - 3 times/week
28%
25%
36%
30%
Once a week or less
4%
6%
9%
4%
Once a week or less
US social gamers play more frequently than UK
social gamers, with 44% playing several times a
day compared to 36% of those in the UK.
Q2 How often do you typically play social games?
18
HOURS PER WEEK PLAYING SOCIAL GAMES
60%
51%
49%
50%
2010 Social Gamers
2011 Social Gamers
40%
30%
23%
21%
20%
18%
20%
18%
17%
16%
15%
12%
18%
12%
9%
10%
0%
0%
16 - 30 min
0%
31 min - 1 hour
0%
0%
1 - 2 hours
3 - 5 hours
US
UK
2010
2011
2010
2011
16 - 30 min
12%
8%
21%
10%
31 - 59 min
17%
10%
21%
16%
1 - 2 hrs
16%
18%
22%
25%
3 - 5 hrs
23%
25%
14%
17%
6 - 10 hrs
18%
18%
13%
17%
> 10 hrs
14%
20%
9%
15%
6 - 10 hours
As expected, the number of hours
spent playing social games on a
weekly basis has increased.
• More than half (58%) spend more
than two hours a week playing social
games, of which 35% are identified
as Avid social gamers who play six or
more hours a week. In January 2010
only 28% would have been classified
as Avid social gamers.
> 10 hours
US social gamers continue to be more
active, with 38% classified as Avid social
gamers compared to 32% in the UK.
S3 How many hours a week do you play social games?
19
LENGTH OF TYPICAL GAMEPLAY SESSION
40%
2010 Social Gamers
2011 Social Gamers
35%
35%
30%
27%
27%
25%
25%
23%
23%
22%
20%
20%
15%
14%
13%
12%
13%
10%
10%
7%
6%6%
5%
5%
3%
3%
5%
3%
0%
< 11 min
11 - 15 min 16 - 30 min 31 - 60 min
US
1 - 2 hrs
UK
2010
2011
2010
2011
< 11 min
8%
5%
8%
5%
11 - 15 min
10%
8%
15%
13%
16 - 30 min
22%
24%
26%
26%
31 - 60 min
27%
27%
25%
26%
1 - 2 hrs
24%
23%
19%
21%
3 - 4 hrs
6%
7%
5%
5%
5 hrs +
4%
5%
2%
4%
3 - 4 hrs
5+ hrs
While the frequency of social gameplay has
increased in the past 20 months, session
length has remained fairly stable.
• One-fourth (25%) play between 16 to 30
minutes at a time, 27% play for 31 to 60
minutes and 23% play for 1 to 2 hours per
session.
 Avid social gamers have significantly longer
gameplay sessions, with 35% playing 1 to 2
hours and another 27% playing 3 or more
hours per session.
The session length of those in the US is
slightly longer compared to UK social
gamers.
Q3 How long is your typical social gameplay session?
20
GAMEPLAY ON OTHER PLATFORMS PRIOR TO PLAYING SOCIAL GAMES
83% have played games on other platforms, e.g., computer, game console, etc., before they
began playing games on social networking sites.
• 86% of the Avid social game players have played games on other platforms.
100%
90%
83%
80%
86%
US
UK
84%
81%
70%
60%
50%
40%
30%
20%
10%
0%
2011 Social Gamers
Q10 Before you began playing games on social networking sites, did you play games on other platforms?
21
SOCIAL GAMEPLAY’S EFFECT ON OTHER GAMEPLAY - PAST THREE MONTHS
One-third (33%) of the social game players who played on other gaming platforms said their
gameplay on those other platforms has declined since they began playing games on social
networking sites. More than half (55%) said it has remained about the same.
Avid social game players have reduced their gameplay on other platforms even more.
60%
2011 Social Gamers
50%
55%
47%
40%
Gameplay on other platforms has ..
US
UK
Declined
35%
31%
Remained about the same
52%
61%
Increased
13%
8%
38%
33%
30%
20%
15%
12%
10%
0%
Declined
About the same
Increased
Q11 How has your gameplay on social networking sites changed your gameplay on other gaming platforms over the past three months?
22
WHY PLAY SOCIAL GAMES
Overall
2010
2011
Avid
I like the fun and excitement
53%
57%
60%
I enjoy the competitive spirit
43%
43%
50%
It is a stress-reliever
45%
42%
42%
I like the mental workout
32%
32%
34%
I like the sense of accomplishment
20%
24%
28%
It allows me to connect w/others in social network(s)
24%
24%
26%
It improves my hand-eye coordination
10%
9%
9%
It lets me express my personality
7%
7%
8%
Preferred way of interacting with social networking
contacts
5%
6%
6%
US
UK
2010
2011
2010
2011
I like the fun and excitement
53%
59%
53%
52%
I enjoy the competitive spirit
43%
43%
43%
42%
It is a stress-reliever
47%
44%
43%
38%
I like the mental workout
33%
32%
31%
32%
I like the sense of accomplishment
18%
25%
23%
24%
It allows me to connect w/others in social
network(s)
28%
25%
17%
22%
It improves my hand-eye coordination
10%
10%
10%
8%
It lets me express my personality
8%
8%
6%
6%
Preferred way of interacting with social
networking contacts
6%
5%
3%
7%
Fun and excitement (57%), competitive
spirit (43%) and stress relief (42%)
continue to be the top three reasons
people play social games.
One-third (32%) also like the mental
workout, while one-fourth (24%) play
because they like the sense of
accomplishment or connecting with
others in their social network.
Avid social gamers are more interested
in the competitive aspects of social
games.
Q18 Why do you play social games?
23
USE OF HACKS, BOTS AND CHEATS IN SOCIAL GAMES
90%
2011 Social Gamers
82% 82%
2011 Avid Social
80%
70%
60%
50%
40%
30%
20%
10%
10%
3%
5%
5%
While the majority (82%) have
never used a hack, bot or cheat to
gain an advantage in a social game,
8% use them regularly or
occasionally.
Social gamers in the UK are more
likely to use hacks and bots, with
11% using them regularly or
occasionally, compared to 7% in the
US.
9%
4%
0%
Use regularly
Use occasionally
Considered using but
never have
US
UK
Use regularly
3%
4%
Use occasionally
4%
7%
Considered using but never have
9%
11%
Never used
84%
79%
Never used
Q28 Which of the following best describes your use of hacks, bots and cheats in online social games?
24
Virtual Currency and
Special Offers
EARNING/SPENDING, PURCHASING AND GIVING VIRTUAL CURRENCY
The number of social gamers who
purchased virtual currency with
real-world money increased sharply
compared to January 2010 (26% vs.
14%).
• As expected, Avid social game
players earn/spend, purchase and
give more virtual currency.
80%
74%
2010 Social Gamers
2011 Social Gamers
Special Offers
70%
59%
60%
53%
50%
42%
40%
40%
32%
30%
32%
26%
20%
14%
10%
0%
Earn or spend virtual currency Purchased virtual currency with
actual (real-world) money
Purchased a virtual gift for
someone
US
UK
2010
2011
2010
2011
Earn or spend virtual currency
55%
62%
48%
53%
Purchased virtual currency with actual money (% of total)
16%
27%
12%
25%
Purchased a virtual gift for someone
35%
31%
28%
34%
Q21 Do you earn or spend virtual currency when playing social games?
Q22 Have you ever purchased virtual currency with actual (real-world) money?
Q23 Have you ever purchased a virtual gift for someone when playing social games?
26
Special Offers
LIKELY TO PURCHASE VIRTUAL ITEMS WITH REAL MONEY
The likelihood of social gamers to purchase virtual items with real money increased, with
almost half (46%) Somewhat or Very Likely compared to 32% in January 2010.
Avid social gamers are more likely, with 26% Very Likely and 27% Somewhat Likely.
US
50%
40%
2010
2011
2010
2011
Very likely
9%
17%
7%
15%
Somewhat likely
25%
30%
20%
30%
Somewhat unlikely
20%
19%
23%
26%
Very unlikely
46%
35%
49%
29%
47%
2010 Social Gamers
2011 Social Gamers
45%
35%
UK
33%
30%
30%
25%
28%
27%
26%
23%
20%
21% 21%
19%
16%
15%
10%
9%
5%
0%
Very likely
Somewhat likely
Somewhat unlikely
Very unlikely
Q24 How likely would you be to purchase a virtual item with (real-world) money if it gave you a modest
short-lived advantage in a game, e.g., power up special, bonus multiplier or special weapon or tool?
27
Social Network Usage
and Activities
Social Network Site Usage
SOCIAL NETWORKING SITES WHERE SOCIAL GAMES ARE PLAYED
At 91%, Facebook is the social networking website where most social gamers go to play
social games, followed by Google+ (17%), MySpace (15%) and Bebo (7%).
The introduction of Google+ has negatively affected the use of MySpace, especially in the
US, while playing games on Bebo has increased in the UK.
Google+ and MySpace are slightly more popular among Avid social game players.
83%
Facebook
Google+
0%
17%
MySpace
15%
23%
24%
2010 Social Gamers
2011 Social Gamers
21%
7%
7%
9%
Bebo
5%
5%
8%
Friendster
4%
4%
7%
Hi5
2%
2%
3%
Netlog
2%
2%
4%
Orkut
0%
20%
91%
91%
40%
60%
80%
US
UK
2010
2011
2010
2011
Facebook
79%
89%
90%
95%
Google+
N/A
18%
N/A
17%
MySpace
30%
16%
12%
12%
Bebo
6%
4%
9%
12%
Friendster
6%
5%
2%
4%
Hi5
4%
4%
3%
4%
Netlog
3%
2%
1%
2%
Orkut
3%
2%
1%
3%
100%
Q6 Which social networking website(s) do you visit to play social games?
29
LOG-IN SPECIFICALLY TO PLAY SOCIAL GAMES
70%
US
60%
50%
UK
2010
2011
2010
2011
51%
51%
44%
47%
49%
50%
2010 Social Gamers
2011 Social Gamers
62%
40%
30%
20%
10%
0%
Half (50%) of the time a social
gamer logs into Facebook or
another social networking
website, they do so with the
specific intention of playing
games.
Those in the US continue to be
more likely to log into a social
networking website just to play
games (51%) compared to 47%
in the UK.
At 62%, Avid social game
players log into a social
networking website more
often, specifically to play
games.
Q7 When logging into a social networking site, what percent of the time do you log in with the specific intention of playing games?
30
TOP SOCIAL NETWORKING ACTIVITIES
Social gamers spend more than half (56%) of their time on social networking sites playing
games, with 39% of the time spent playing social games with others.
In addition to playing games, social gamers chat/message with friends and post/read
comments.
As expected, Avid social game players dedicate more of their time on social networks to
playing games, especially social games.
Overall
US
UK
2010
2011
2010
2011
Play social games with others
40%
39%
36%
37%
14%
Play non-social (single-player) games
16%
18%
13%
14%
15%
12%
Chat/message with friends
15%
14%
19%
16%
11%
11%
9%
Post comments on friends' wall
11%
11%
11%
11%
Read comments on friends’ wall
10%
10%
8%
Read comments on friends’ wall
11%
10%
9%
9%
Read news
9%
9%
8%
Read news
9%
9%
8%
8%
Post/look at photos
10%
8%
7%
Post/look at photos
10%
9%
9%
8%
Watch videos
8%
8%
8%
Watch videos
8%
8%
7%
8%
Invite/add new friends
7%
7%
7%
Invite/add new friends
7%
7%
7%
6%
Poke/nudge friends
7%
7%
6%
Poke/nudge friends
7%
7%
7%
6%
Post links
7%
7%
6%
Post links
7%
7%
7%
7%
Take quizzes
8%
7%
6%
Take quizzes
8%
7%
7%
7%
Update personal profile/status
7%
7%
6%
Update personal profile/status
7%
7%
7%
7%
2010
2011
Avid
Play social games with others
39%
39%
46%
Play non-social (single-player) games
15%
17%
Chat/message with friends
17%
Post comments on friends' wall
Q8 When on social networking sites, what percent of your time do you spend participating in the following activities?
31
Social Games Played
Social Games Played
WHERE HEAR ABOUT NEW SOCIAL GAMES
Advertised or promoted on a social
networking site
38%
Recommended by a friend, relative or
colleague
38%
37%
39%
35%
37%
Receive alert from an online friend playing a
game
27%
Online search
18%
Advertised on a site other than a social
networking site
58%
47%
35%
38%
30%
12%
17%
22%
Read about it on a blog or a website
10%
Mentioned in a newspaper/magazine or on TV
2010 Social Gamers
2011 Social Gamers
24%
50%
Ads promoting games on social
networking sites (50%) and word of
mouth, including a recommendation
from friend, relative, colleague (37%), or
receipt of an alert from an online friend
(37%) are the primary ways Internet
users hear about new social games.
• One-third (35%) hear about new
games from online searches.
Avid social game players rely primarily
on ads on social networking sites and
alerts from online friends.
16%
19%
0%
20%
40%
60%
US
UK
2010
2011
2010
2011
Advertised or promoted on a social networking site
36%
50%
44%
50%
Recommended by a friend, relative or colleague
40%
40%
33%
31%
Receive alert from an online friend playing a game
36%
37%
33%
37%
Online search
27%
36%
26%
34%
Ad on a site other than a social networking site
20%
26%
14%
20%
Read about it on a blog or a website
12%
17%
11%
17%
11%
16%
8%
15%
Mentioned in a newspaper/magazine or on TV
Social gamers in the US receive
direct recommendations more
often than those in the UK (40%
vs. 31%).
Q4 How do you typically hear about new social games?
33
Social Games Played
NUMBER OF DIFFERENT SOCIAL GAMES PLAYED
The average number of social games played has increased, with current social gamers
having played an average of 7.8 different social games compared to 6.1 in January 2010.
• Those in the UK continue to try/play slightly more games than those in the US.
At 11.4 games, Avid social gamers have played significantly more social games.
45%
40%
Overall 2010 6.1
Overall 2011 7.8
Avid 2011
11.4
2010 Social Gamers
2011 Social Gamers
40%
39%
US
35%
30%
30%
25%
22%
20%
20%
15%
10%
29%
19%
16%
14%
12%
11%11%
7%
6%
10%
6%
5%
5%
UK
2010
2011
2010
2011
Average
6.0
7.7
6.5
8.0
1
12%
9%
12%
5%
2
17%
12%
14%
17%
3-5
40%
40%
38%
40%
6 - 10
19%
22%
22%
21%
11 - 15
5%
6%
5%
6%
16 - 20
4%
4%
5%
5%
21 - 25
2%
2%
2%
1%
> 25
2%
4%
2%
6%
2%
0%
1
2
3- 5
6 - 10
11 - 25
> 25
Q12 How many different social games have you played?
34
GAMES CURRENTLY PLAYING AT LEAST ONCE A WEEK
Overall
US
Social Games Played
2010 2011 Avid
UK
2010
2011
2010
2011
FarmVille
30%
51%
52%
FarmVille
30%
52%
30%
48%
Bejeweled Blitz
33%
44%
49%
Bejeweled Blitz
30%
42%
38%
47%
Mafia Wars
19%
29%
35%
Mafia Wars
19%
29%
17%
28%
CityVille
N/A
24%
34%
CityVille
N/A
24%
N/A
25%
Café World
14%
23%
31%
Café World
15%
23%
13%
22%
Texas HoldEm Poker
18%
20%
24%
Texas HoldEm Poker
20%
21%
14%
18%
The Sims Social
N/A
19%
25%
The Sims Social
N/A
18%
N/A
22%
Gardens of Time
N/A
18%
29%
Gardens of Time
N/A
18%
N/A
20%
Farm Town
14%
17%
26%
Farm Town
15%
14%
11%
22%
PetVille
6%
16%
23%
PetVille
7%
17%
6%
15%
Treasure Isle
N/A
15%
23%
Treasure Isle
N/A
15%
N/A
15%
Age of Empires
N/A
14%
21%
Age of Empires
N/A
14%
N/A
14%
FishVille
8%
14%
19%
FishVille
9%
13%
7%
16%
Collapse!
5%
11%
15%
Collapse!
6%
11%
4%
11%
Empires and Allies
N/A
11%
18%
Empires and Allies
N/A
10%
N/A
13%
Happy Aquarium
8%
11%
15%
Happy Aquarium
8%
10%
7%
11%
Pet Society
6%
11%
15%
Pet Society
6%
9%
8%
14%
Restaurant City
4%
11%
18%
Restaurant City
4%
12%
5%
11%
YoVille
7%
10%
17%
YoVille
8%
11%
5%
8%
Zuma Blitz
4%
10%
15%
Zuma Blitz
4%
10%
4%
11%
Based upon weekly
gameplay, FarmVille and
Bejeweled Blitz continue
to be two of the most
popular social games in
both the US and UK
followed by Mafia Wars.
• The popularity of Farm
Town is higher in the UK
and has increased
sharply since January
2010.
 CityVille and Gardens of
Time are more popular
among Avid social
gamers.
Q13 Which of the following games are you currently playing at least once a week?
35
WEEKLY GAMEPLAY BY TITLE (OVERALL)
2010
Social Games Played
Overall
< 30
min
31 - 60 1 - 2
min
hours
2011
3+
hours
< 30
min
31 - 60 1 - 2
min
hours
3+
hours
Age of Empires
N/A
N/A
N/A
N/A
42%
25%
20%
13%
Bejeweled Blitz
30%
30%
21%
20%
44%
25%
16%
15%
Café World
27%
24%
19%
29%
45%
23%
18%
13%
CityVille
N/A
N/A
N/A
N/A
44%
25%
16%
14%
Collapse!
41%
31%
11%
16%
44%
25%
20%
11%
Empires and Allies
N/A
N/A
N/A
N/A
33%
23%
23%
21%
Farm Town
27%
27%
25%
20%
44%
20%
23%
15%
FarmVille
29%
21%
20%
30%
41%
25%
19%
16%
FishVille
36%
26%
21%
16%
51%
18%
17%
14%
Gardens of Time
N/A
N/A
N/A
N/A
26%
19%
21%
33%
Happy Aquarium
34%
31%
20%
15%
44%
26%
15%
15%
Mafia Wars
28%
26%
20%
26%
43%
28%
16%
14%
Pet Society
32%
39%
11%
19%
35%
27%
21%
18%
PetVille
30%
25%
25%
20%
47%
21%
16%
16%
Restaurant City
31%
23%
21%
27%
44%
23%
17%
17%
Texas HoldEm Poker
20%
26%
30%
24%
29%
28%
21%
23%
The Sims Social
N/A
N/A
N/A
N/A
28%
21%
24%
27%
Treasure Isle
N/A
N/A
N/A
N/A
44%
25%
16%
14%
YoVille
39%
19%
20%
22%
46%
19%
18%
17%
Zuma Blitz
32%
28%
22%
18%
40%
21%
18%
23%
In terms of total hours of
gameplay per week,
Gardens of Time and The
Sims Social topped the
list, with more than half
playing at least one hour
a week.
Q14 Of the games you are currently playing at least once a week, how much time do you play each week?
36
WEEKLY GAMEPLAY BY TITLE (AVID)
Social Games Played
Gardens of Time, Texas HoldEm Poker, The Sims Social and Zuma Blitz topped the list of
games played most frequently by Avid social gamers.
< 30
min
31 - 60 1 - 2
min
hours
3+
hours
Age of Empires
35%
22%
23%
19%
Bejeweled Blitz
33%
21%
21%
24%
Café World
34%
20%
25%
21%
CityVille
32%
25%
20%
23%
Collapse!
43%
16%
22%
19%
Empires and Allies
25%
17%
29%
28%
Farm Town
34%
15%
29%
22%
FarmVille
26%
22%
22%
32%
FishVille
38%
19%
24%
19%
Gardens of Time
16%
19%
21%
44%
Happy Aquarium
43%
20%
15%
22%
Mafia Wars
33%
25%
19%
23%
Pet Society
28%
21%
27%
24%
PetVille
38%
15%
21%
27%
Restaurant City
35%
19%
21%
24%
Texas HoldEm Poker
16%
22%
25%
38%
The Sims Social
15%
18%
26%
42%
Treasure Isle
35%
24%
21%
20%
YoVille
39%
19%
22%
20%
Zuma Blitz
23%
18%
23%
36%
37
WEEKLY GAMEPLAY BY TITLE (US ONLY)
In the US, more than half play Gardens of Time and The Sims Social one hour or more a
week.
Social Games Played
2010
Overall
< 30
min
2011
31 - 60 1 - 2
min
hours
3+
hours
< 30
min
31 - 60 1 - 2
min
hours
3+
hours
Age of Empires
N/A
N/A
N/A
N/A
41%
23%
22%
14%
Bejeweled Blitz
31%
28%
22%
19%
41%
26%
18%
15%
Café World
24%
26%
21%
29%
46%
22%
19%
12%
CityVille
N/A
N/A
N/A
N/A
47%
23%
15%
15%
Collapse!
39%
33%
11%
18%
41%
21%
27%
11%
Empires and Allies
N/A
N/A
N/A
N/A
31%
22%
23%
24%
Farm Town
27%
27%
26%
19%
39%
20%
24%
18%
FarmVille
27%
20%
20%
32%
40%
24%
19%
17%
FishVille
37%
19%
29%
14%
50%
17%
19%
14%
Gardens of Time
N/A
N/A
N/A
N/A
26%
20%
20%
34%
Happy Aquarium
34%
24%
25%
16%
44%
23%
15%
19%
Mafia Wars
27%
27%
21%
25%
42%
28%
16%
14%
Pet Society
29%
42%
7%
22%
36%
22%
25%
18%
PetVille
31%
21%
33%
16%
46%
20%
17%
16%
Restaurant City
30%
21%
21%
27%
44%
20%
17%
20%
Texas HoldEm Poker
19%
25%
30%
25%
24%
30%
22%
24%
The Sims Social
N/A
N/A
N/A
N/A
23%
18%
26%
32%
Treasure Isle
N/A
N/A
N/A
N/A
41%
27%
16%
16%
YoVille
40%
20%
20%
20%
46%
17%
18%
19%
Zuma Blitz
32%
26%
23%
20%
37%
16%
20%
26%
38
WEEKLY GAMEPLAY BY TITLE (UK ONLY)
In the UK, more than half play Gardens of Time one hour or more a week.
Social Games Played
2010
Overall
< 30
min
2011
31 - 60 1 - 2
min
hours
3+
hours
< 30
min
31 - 60 1 - 2
min
hours
3+
hours
Age of Empires
N/A
N/A
N/A
N/A
44%
28%
18%
11%
Bejeweled Blitz
27%
32%
19%
21%
51%
23%
12%
13%
Café World
34%
21%
15%
30%
45%
23%
17%
14%
CityVille
N/A
N/A
N/A
N/A
40%
29%
20%
10%
Collapse!
47%
27%
13%
13%
51%
34%
5%
9%
Empires and Allies
N/A
N/A
N/A
N/A
36%
26%
24%
14%
Farm Town
28%
26%
22%
24%
51%
19%
21%
10%
FarmVille
35%
22%
20%
24%
44%
26%
18%
12%
FishVille
35%
41%
3%
21%
55%
19%
13%
14%
Gardens of Time
N/A
N/A
N/A
N/A
27%
18%
24%
31%
Happy Aquarium
31%
48%
7%
14%
44%
31%
16%
9%
Mafia Wars
31%
24%
18%
27%
46%
28%
17%
11%
Pet Society
36%
35%
16%
12%
33%
35%
16%
16%
PetVille
30%
33%
8%
29%
50%
22%
12%
16%
Restaurant City
30%
25%
20%
25%
43%
31%
17%
10%
Texas HoldEm Poker
24%
28%
28%
21%
39%
24%
19%
18%
The Sims Social
N/A
N/A
N/A
N/A
36%
26%
20%
18%
Treasure Isle
N/A
N/A
N/A
N/A
51%
22%
17%
9%
YoVille
35%
15%
20%
30%
45%
26%
19%
10%
Zuma Blitz
33%
33%
20%
14%
43%
30%
13%
15%
39
Social Gaming Relationships
Social Gaming
Relationships
RELATIONSHIP TO FELLOW SOCIAL GAME PLAYERS
Who social gamers play games with has not significantly changed with 63% playing with
personal (real-world) friends, 57% playing with online friends, and 37% playing with online
strangers.
• A combined 43% play with someone who would be classified as a relative.
• Social gamers in the US tend to play more with online strangers than those in the UK (40%
vs. 31%).
 Avid social gamers play more with online friends and online strangers.
Overall
US
2010
2011
Avid
Personal (real-world) friends
62%
63%
68%
Online friends
56%
57%
Online strangers
37%
Other relatives
UK
2010
2011
2010
2011
61%
64%
66%
60%
69%
Online friends
56%
57%
54%
58%
37%
46%
Online strangers
41%
40%
29%
31%
30%
26%
31%
Other relatives
30%
28%
29%
23%
Former classmates
20%
20%
26%
Former classmates
20%
20%
20%
21%
Co-workers
15%
15%
19%
Co-workers
14%
14%
16%
17%
Spouse
13%
14%
21%
Spouse
13%
15%
13%
14%
My children (under 18)
8%
11%
16%
My children (under 18)
7%
11%
9%
10%
My adult children (18+)
13%
10%
12%
My adult children (18+)
14%
12%
11%
7%
Current classmates
6%
9%
11%
Current classmates
6%
9%
5%
9%
Q15 What is your relationship to the people you play social games with?
41
AGE OF FELLOW SOCIAL GAME PLAYERS
90%
80%
2010 Social Gamers
2011 Social Gamers
81%
79%
76%
Social Gaming
Relationships
70%
60%
50%
40%
30%
20%
27%
21%
18%
The majority (79%) of social gamers
continue to play social games
primarily with people their own age
(+/- 10 years).
Due to the higher percentage of
younger players, an increasing
number of social gamers said they
play with people their parents’ age.
25%
22%
19%
15%
11%11%
10%
6%
8%
11%
0%
People my own People my parents’ People my adult
age (+/- 10 years)
age
children’s age
Children (< 18
years old)
US
People my
grandparents’ age
UK
2010
2011
2010
2011
People my own age (+/- 10 years)
75%
81%
77%
76%
People my parents’ age
19%
21%
15%
22%
People my adult children’s age
24%
22%
20%
15%
Children (less than 18 years old)
11%
13%
11%
8%
People my grandparents’ age
7%
8%
4%
8%
Q16 Which of the following represents the age group of the people that you play social games with?
42
INFLUENCE OF SOCIAL GAMING ON PERSONAL RELATIONSHIPS
Social gaming has enhanced the
relationships with other game
players.
• More than half (56%) said social
gaming makes them feel more
connected with members of their
social network, and that they have
made new friends while playing
social games (52%).
• Half (50%) correspond more with
friends and family now, while 48%
have reconnected with old friends,
etc., as a result of their social
gameplay.
% Agree (5, 6 7 Ratings)
45%
Social Gaming
Relationships
Social gaming makes me feel more connected
with members of my social network
56%
66%
45%
I have made new friends as a result of playing
social games
52%
63%
47%
I spend more time corresponding with friends
and family
50%
56%
42%
Social games have allowed me to reconnect with
old friends, colleagues, classmates, etc.
2010 Social Gamers
2011 Social Gamers
48%
56%
0%
10%
20%
30%
% Agree (5, 6 & 7)
40%
50%
60%
70%
US
7 = Strongly agree
1 = Strongly disagree
UK
2010
2011
2010
2011
Social gaming makes me feel more connected with
members of my social network
51%
55%
38%
57%
I have made new friends as a result of playing social games
50%
53%
36%
50%
I spend more time corresponding with friends and family
50%
52%
42%
49%
Social games have allowed me to reconnect with old
friends, colleagues, classmates, etc.
44%
49%
38%
45%
Q17 How much do you agree or disagree with the following statements about how your involvement in social games has influenced your relationship with others?
43
LEVEL OF INTERACTION WITH FELLOW SOCIAL GAME PLAYERS
42%
Social Gaming
Relationships
Social gameplay is only a small part of my
overall interaction with them
36%
25%
23%
Social gameplay is the primary form of
interaction with them
25%
30%
22%
Social gameplay is the only interaction with
them
22%
25%
13%
Social gameplay is my preferred form of
interaction, but I also interact with them in other
ways
2010 Social Gamers
2011 Social Gamers
18%
20%
0%
5% 10% 15% 20% 25% 30% 35% 40% 45%
The majority of social gamers also
interact with fellow gamers outside the
gaming environment, with only 22%
indicating gameplay is their only form
of interaction with fellow social game
players.
For 36%, social gameplay is only a
small part of their overall interaction
with those they play games with
compared to 42% in 2010.
Avid social gamers interact slightly
differently with other social gamers,
with 30% indicating social gameplay is
their primary form of interaction with
other game players.
US
UK
2010
2011
2010
2011
Social gameplay is only a small part of my overall interaction
with them
38%
37%
48%
33%
Social gameplay is the primary form of interaction with them
22%
24%
24%
27%
Social gameplay is the only interaction with them
24%
22%
19%
21%
Social gameplay is my preferred form of interaction, but I
also interact with them in other ways
15%
17%
10%
19%
Q19 How would you describe the level of interaction you have with the people you play games with on social networking sites?
44
APPEAL OF SOCIAL GAMES BEYOND SOCIAL INTERACTION
59%
Friendly competition (leader boards &
achievements)
49%
55%
Social Gaming
Relationships
Interactive gameplay
66%
Beyond the social interaction, social
game players are increasingly
drawn to the friendly competition
(66%) and interactive gameplay
(55%).
Avid social gamers are more
attracted to the interactive
gameplay as well as playing in
tournaments.
Those in the UK are significantly
less attracted to winning prizes
while playing social games.
73%
65%
31%
37%
43%
Cooperative gameplay
35%
26%
30%
Opportunity to win prizes
15%
14%
21%
Regularly scheduled tournaments
2010 Social Gamers
2011 Social Gamers
13%
11%
15%
Trial offers & specials (to advance in game)
0%
10%
20%
30%
40%
50%
60%
70%
US
80%
UK
2010
2011
2010
2011
Friendly competition (leader boards & achievements)
58%
67%
61%
65%
Interactive gameplay
53%
57%
41%
51%
Cooperative gameplay
34%
38%
25%
34%
Opportunity to win prizes
40%
31%
24%
16%
Regularly scheduled tournaments
15%
12%
15%
17%
Trial offers & specials (to advance in game)
14%
12%
12%
8%
Q20 Beyond the social interaction and the camaraderie that social games offer, what features and functions of the games appeal to you most?
45
Segmentation Analysis
Q31: Gender
GENDER
Overall
(1,201)
Male
(535)
Female
(666)
< 6 months
17%
16%
18%
7 - 12 months
13%
13%
13%
1 - 2 years
23%
23%
23%
> 2 years
46%
48%
46%
Several times a day
41%
39%
43%
Once a day
27%
28%
27%
2- 3 times a week
26%
27%
26%
Once a week or less
5%
6%
4%
< 1 hour
21%
21%
21%
1 - 5 hours
44%
44%
43%
6 + hours
35%
35%
36%
Desktop/laptop computer (PC or MAC)
95%
93%
96%
Smartphone
28%
36%
22%
Game console
20%
24%
16%
iPad or other tablet device
10%
14%
7%
Standard or Web-enabled mobile phone
10%
11%
8%
Number of years playing social games
Frequency of social gameplay
Number of hours per week playing social games
Devices used to play social games
48
GENDER
Overall
(1,201)
Male
(535)
Female
(666)
7.8
7.5
8.1
Farmville
51%
53%
49%
Bejeweled Blitz
44%
36%
50%
Mafia Wars
29%
39%
20%
Texas HoldEm Poker
20%
26%
15%
The Sims Social
19%
19%
20%
Gardens of Time
18%
11%
24%
Empires and Allies
11%
16%
8%
63%
60%
65%
Online friends
57%
61%
54%
Online strangers
37%
42%
32%
Other relatives
26%
18%
33%
Fun and excitement
57%
57%
56%
Competitive spirit
43%
52%
35%
Stress-reliever
42%
31%
50%
Mental workout
32%
28%
35%
Connect with others in social network
24%
22%
25%
Number of social games played (in total)
Games played at least once a week
Relationship to those playing social games with
Why play social games
49
GENDER
Overall
(1,201)
Male
(535)
Female
(666)
Facebook
91%
91%
91%
Google+
17%
22%
14%
MySpace
15%
21%
10%
Bebo
7%
9%
5%
50%
50%
50%
37%
32%
41%
37%
34%
39%
Online search
35%
41%
30%
83%
89%
78%
Increased
42%
43%
41%
Decreased
12%
11%
13%
About the same
46%
46%
46%
Social networking websites where play social games
How hear about new social games
Played games on other platforms prior to social games
Yes
Change in social gameplay over past three months
50
GENDER
Overall
(1,201)
Male
(535)
Female
(666)
26%
33%
21%
31%
36%
28%
Very likely
16%
22%
11%
Somewhat likely
30%
33%
27%
Somewhat or very unlikely
54%
45%
62%
46%
53%
39%
Regularly
3%
5%
3%
Occasionally
5%
6%
4%
Considered, but never used
10%
13%
7%
Never used
82%
77%
86%
Purchase virtual currency with real-world money (% of total)
Yes
Purchase virtual gifts for others
Yes
Likeliness of purchasing virtual item for short-lived advantage
Aware of hacks, bots and cheats
Yes
Use of hacks, bots and cheats (% of total)
Should game producers monitor online games for cheaters and ban rule breakers? (% of total)
40%
47%
33%
US
67%
69%
65%
UK
33%
37%
35%
Yes
Country
51
GENDER
Overall
(1,201)
Male
(535)
Female
(666)
26%
23%
29%
17%
15%
19%
17%
22%
13%
15%
19%
12%
11%
8%
12%
9%
8%
9%
5%
4%
5%
< 29
31%
34%
29%
30 - 39
20%
23%
18%
40 - 49
16%
15%
17%
50 +
32%
28%
36%
Full-time/self-employed
47%
62%
35%
Retired
12%
12%
12%
Homemaker
11%
1%
20%
Unemployed
10%
9%
10%
Part-time
9%
7%
12%
Student
8%
11%
8%
US Region
Age
Employment
52
Social Gamers vs. Avid Social Gamers
ALL VS. AVID
Overall
(1,201)
Avid
(427)
US All
(801)
US Avid
(300)
UK All
(400)
UK Avid
(127)
< 6 months
17%
10%
14%
10%
24%
11%
7 - 12 months
13%
8%
12%
8%
15%
10%
1 - 2 years
23%
17%
23%
16%
24%
18%
> 2 years
46%
65%
51%
66%
38%
61%
Several times a day
41%
70%
44%
70%
36%
72%
Once a day
27%
21%
26%
22%
31%
20%
2- 3 times a week
26%
7%
25%
6%
30%
7%
Once a week or less
5%
2%
6%
2%
4%
2%
< 1 hour
21%
0%
18%
0%
26%
0%
1 - 5 hours
44%
0%
43%
0%
42%
0%
6 - 10 hours
17%
49%
18%
47%
17%
52%
> 10 hours
18%
51%
20%
53%
15%
48%
95%
96%
96%
96%
92%
97%
Smartphone
28%
33%
28%
33%
29%
35%
Game console
20%
27%
20%
27%
19%
28%
10%
16%
12%
18%
8%
11%
10%
14%
8%
13%
13%
17%
54
ALL VS. AVID
Overall
(1,201)
Avid
(427)
US All
(801)
US Avid
(300)
UK All
(400)
UK Avid
(127)
7.8
11.4
7.7
11.1
8.0
12.1
Farmville
51%
52%
52%
53%
48%
48%
Bejeweled Blitz
44%
49%
42%
48%
47%
52%
Mafia Wars
29%
35%
29%
34%
28%
37%
Texas HoldEm Poker
20%
24%
21%
25%
18%
20%
The Sims Social
19%
25%
18%
25%
22%
25%
Gardens of Time
18%
29%
18%
28%
20%
32%
Empires and Allies
11%
18%
10%
17%
13%
20%
63%
68%
64%
69%
60%
65%
Online friends
57%
69%
57%
69%
58%
69%
Online strangers
37%
46%
40%
47%
31%
43%
Other relatives
26%
31%
28%
30%
23%
31%
Fun and excitement
57%
60%
59%
66%
52%
48%
Competitive spirit
43%
50%
43%
50%
42%
50%
Stress-reliever
42%
42%
44%
43%
38%
39%
Mental workout
32%
34%
32%
36%
32%
31%
24%
26%
25%
26%
22%
27%
55
ALL VS. AVID
Overall
(1,201)
Avid
(427)
US All
(801)
US Avid
(300)
UK All
(400)
UK Avid
(127)
Facebook
91%
91%
89%
89%
95%
96%
Google+
17%
23%
18%
25%
17%
19%
MySpace
15%
21%
16%
23%
12%
17%
Bebo
7%
9%
4%
7%
12%
16%
50%
58%
50%
58%
50%
57%
37%
47%
37%
46%
37%
50%
37%
39%
40%
41%
31%
35%
Online search
35%
38%
36%
39%
34%
37%
83%
86%
84%
86%
81%
85%
Increased
42%
56%
41%
54%
43%
61%
Decreased
12%
5%
12%
5%
14%
5%
About the same
46%
39%
48%
41%
43%
35%
Yes
56
ALL VS. AVID
Overall
(1,201)
Avid
(427)
US All
(801)
US Avid
(300)
UK All
(400)
UK Avid
(127)
26%
40%
27%
41%
25%
37%
32%
42%
31%
43%
34%
40%
Yes
Yes
Very likely
16%
26%
17%
27%
15%
24%
Somewhat likely
30%
27%
30%
27%
30%
27%
54%
47%
54%
46%
55%
49%
46%
52%
46%
52%
44%
52%
Regularly or occasionally
3%
5%
3%
4%
4%
8%
Occasionally
5%
4%
4%
4%
7%
4%
10%
9%
9%
9%
11%
10%
Never used
82%
82%
84%
84%
79%
78%
Yes
40%
47%
40%
48%
38%
47%
US
67%
70%
100%
100%
0%
0%
UK
33%
30%
0%
0%
100%
100%
Yes
Country
57
ALL VS. AVID
Overall
(1,201)
Avid
(427)
US All
(801)
US Avid
(300)
UK All
(400)
UK Avid
(127)
26%
27%
26%
27%
N/A
N/A
17%
16%
17%
16%
N/A
N/A
17%
18%
17%
18%
N/A
N/A
15%
16%
15%
16%
N/A
N/A
11%
12%
11%
12%
N/A
N/A
9%
8%
9%
8%
N/A
N/A
5%
4%
5%
4%
N/A
N/A
Male
45%
44%
46%
46%
42%
40%
Female
55%
56%
54%
54%
58%
60%
< 29
31%
27%
30%
28%
34%
27%
30 - 39
20%
23%
17%
19%
26%
31%
40 - 49
16%
18%
14%
17%
21%
20%
50 +
32%
32%
38%
35%
20%
23%
Fulltime/self-employed
47%
48%
45%
47%
52%
50%
Retired
12%
13%
15%
16%
6%
7%
Homemaker
11%
11%
10%
9%
15%
17%
Unemployed
10%
11%
11%
11%
7%
10%
Part-time
9%
10%
9%
10%
11%
11%
Student
8%
5%
10%
7%
8%
4%
US Region
Gender
Age
Employment
58
Q22: Purchased Virtual Currency
with Real Money
PURCHASED VIRTUAL CURRENCY WITH REAL MONEY
Overall
(1,201)
Purchased Virtual
Currency
(313)
Have Not
Purchased Virtual
Currency
(888)
< 6 months
17%
13%
19%
7 - 12 months
13%
11%
14%
1 - 2 years
23%
21%
24%
> 2 years
46%
54%
44%
Several times a day
41%
61%
34%
Once a day
27%
23%
29%
2- 3 times a week
26%
14%
31%
Once a week or less
5%
1%
6%
< 1 hour
21%
8%
26%
1 - 5 hours
44%
27%
46%
6 + hours
35%
55%
29%
95%
93%
95%
Smartphone
28%
46%
22%
Game console
20%
34%
15%
10%
23%
6%
10%
20%
6%
60
Overall
(1,201)
Purchased Virtual
Currency
(313)
Have Not
Purchased Virtual
Currency
(888)
7.8
10.8
6.7
Farmville
51%
60%
48%
Bejeweled Blitz
44%
50%
42%
Mafia Wars
29%
44%
23%
Texas HoldEm Poker
20%
29%
17%
The Sims Social
19%
31%
15%
Gardens of Time
18%
26%
16%
Empires and Allies
11%
23%
7%
63%
70%
60%
Online friends
57%
70%
53%
Online strangers
37%
48%
33%
Other relatives
26%
27%
26%
Fun and excitement
57%
58%
56%
Competitive spirit
43%
54%
39%
Stress-reliever
42%
35%
44%
Mental workout
32%
33%
32%
24%
28%
22%
61
Overall
(1,201)
Purchased Virtual
Currency
(313)
Have Not
Purchased Virtual
Currency
(888)
Facebook
91%
96%
89%
Google+
17%
34%
12%
MySpace
15%
29%
10%
Bebo
7%
14%
4%
50%
64%
45%
37%
46%
34%
37%
37%
37%
Online search
35%
48%
31%
83%
91%
80%
Increased
42%
66%
33%
Decreased
12%
7%
14%
About the same
46%
27%
53%
Yes
62
Overall
(1,201)
Purchased Virtual
Currency
(313)
Have Not
Purchased Virtual
Currency
(888)
26%
100%
0%
32%
61%
21%
Very likely
16%
41%
8%
Somewhat likely
30%
38%
27%
54%
21%
65%
46%
59%
41%
Regularly
3%
10%
1%
Occasionally
5%
8%
4%
10%
12%
9%
Never used
82%
70%
86%
Yes
Yes
Yes
40%
53%
34%
US
67%
69%
66%
UK
33%
31%
34%
Yes
Country
63
Overall
(1,201)
Purchased Virtual
Currency
(313)
Have Not
Purchased Virtual
Currency
(888)
26%
23%
14%
17%
18%
17%
17%
9%
28%
15%
17%
11%
11%
20%
9%
9%
9%
5%
5%
4%
16%
Male
44%
56%
41%
Female
55%
44%
59%
< 29
31%
40%
28%
30 - 39
20%
26%
18%
40 - 49
16%
13%
17%
50 +
32%
21%
36%
47%
60%
43%
Retired
12%
6%
14%
Homemaker
11%
8%
13%
Unemployed
10%
9%
10%
Part-time
9%
11%
10%
Student
8%
8%
9%
US Region
Gender
Age
Employment
64
Q10: Played vs. not Played
on other Platforms
PLAYED VS. NOT PLAYED ON OTHER PLATFORMS
Overall
(1,201)
Played on Other
Platforms
(993)
Not Played on
Other Platforms
(208)
< 6 months
17%
16%
25%
7 - 12 months
13%
12%
15%
1 - 2 years
23%
23%
22%
> 2 years
46%
49%
38%
Several times a day
41%
42%
37%
Once a day
27%
28%
24%
2- 3 times a week
26%
25%
31%
Once a week or less
5%
5%
8%
< 1 hour
21%
19%
31%
1 - 5 hours
44%
45%
40%
6 + hours
35%
37%
29%
95%
94%
96%
Smartphone
28%
32%
9%
Game console
20%
23%
6%
10%
12%
3%
10%
11%
3%
66
Overall
(1,201)
Played on Other
Platforms
(993)
Not Played on
Other Platforms
(208)
7.8
8.1
6.2
Farmville
51%
57%
48%
Bejeweled Blitz
44%
47%
31%
Mafia Wars
29%
32%
14%
Texas HoldEm Poker
20%
22%
12%
The Sims Social
19%
20%
13%
Gardens of Time
18%
18%
22%
Empires and Allies
11%
13%
3%
63%
65%
52%
Online friends
57%
59%
51%
Online strangers
37%
38%
30%
Other relatives
26%
26%
25%
Fun and excitement
57%
59%
48%
Competitive spirit
43%
46%
27%
Stress-reliever
42%
41%
45%
Mental workout
32%
31%
39%
24%
24%
25%
67
Overall
(1,201)
Played on Other
Platforms
(993)
Not Played on
Other Platforms
(208)
Facebook
91%
92%
87%
Google+
17%
20%
7%
MySpace
15%
17%
2%
Bebo
7%
8%
2%
50%
51%
45%
37%
38%
31%
37%
38%
31%
Online search
35%
38%
21%
83%
100%
0%
Increased
42%
45%
27%
Decreased
12%
11%
17%
About the same
46%
44%
56%
Yes
68
Overall
(1,201)
Played on Other
Platforms
(993)
Not Played on
Other Platforms
(208)
26%
29%
14%
32%
34%
21%
Very likely
16%
19%
5%
Somewhat likely
30%
31%
23%
54%
50%
72%
46%
49%
31%
Regularly
3%
4%
0%
Occasionally
5%
5%
3%
10%
10%
5%
Never used
82%
81%
92%
Yes
Yes
Yes
40%
43%
26%
US
67%
68%
63%
UK
33%
32%
38%
Yes
Country
69
Overall
(1,201)
Played on Other
Platforms
(993)
Not Played on
Other Platforms
(208)
26%
26%
29%
17%
17%
16%
17%
18%
15%
15%
15%
13%
11%
10%
14%
9%
9%
8%
5%
4%
5%
Male
44%
48%
29%
Female
55%
52%
71%
< 29
31%
34%
15%
30 - 39
20%
21%
16%
40 - 49
16%
16%
18%
50 +
32%
28%
50%
47%
49%
34%
Retired
12%
10%
21%
Homemaker
11%
11%
14%
Unemployed
10%
9%
12%
Part-time
9%
9%
11%
Student
8%
9%
5%
US Region
Gender
Age
Employment
70
Research Methodology
This research was conducted by Information Solutions Group (ISG;
www.infosolutionsgroup.com) exclusively for PopCap Games. The results are
based on 1,201 online surveys completed by members of Toluna’s Internet
ePanel in the United States and United Kingdom between September 15 and
September 22, 2011. Of the 1,201 respondents, 801 (67%) are from the US,
while 400 (33%) are from the UK.
To qualify for participation, individuals must play social games for more than
15 minutes a week. This social game playing audience consisted of 535 men
and 666 women. In theory, in 19 cases out of 20, the results will differ by no
more than 2.5 percentage points from what would have been obtained by
seeking out and polling all US and UK Internet users age 18 and over. Smaller
subgroups reflect larger margins of sampling error. Other sources of error,
such as variations in the order of questions or the wording within the
questionnaire, may also contribute to different results.
72
About ISG
Information Solutions Group (ISG) specializes in providing its clients
with full-service market research programs designed to enable
businesses to make sound strategic decisions. Its services include a
wide range of custom research and analysis solutions for both
consumer and business-to-business product and service companies.
ISG’s services include market segmentation, customer satisfaction
measurement, product development, public relations, competitive
performance and pricing research. ISG uses online, telephone and
mail survey methodologies and provides design, implementation
and analysis services in the North American, EMEA and Asia Pacific
markets. Examples of the type of information an ISG program can
deliver can be obtained at www.infosolutionsgroup.com
74
About Toluna
Toluna Online is the world’s leading independent online panel and
survey technology provider to the global market research industry.
The company provides online sample and survey technology
solutions to the world’s leading market research agencies, media
agencies and corporations from its 17 offices in Europe, North
America and Asia Pacific. In 2009, Toluna welcomed Greenfield
Online and Ciao Surveys into the group – complementing its
traditional strengths in Europe and increasing its online sample and
delivery capacity in the US, Canada and Asia Pacific. Additional
information on Toluna can be obtained at http://www.tolunagroup.com/en/
76

2011 PopCap Social Gaming Research

Transcription

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