European Mobile Stats
February 2, 2012
The mobile games market in the EU
(Source: Jeremy Copp, Commscore)
- Over 40% of the total EU5 audience now use mobile media.
- Smartphone ownership has now reached 94 million – that’s equal to 40% of the population
- 59% of phone devices sold are smart phones, and that number is growing
- Android’s market share has increased from 8% in September 2010 to 26.2%, while iPhone ownership has stayed at around 20%
- Meanwhile, RIM’s share of the smartphone market plummeted between September 2010 and September 2011, from 81.8% to 33.9%
- Smartphone owners are 237% more likely to use mobile media, though Microsoft and Symbian OS users are less likely to do so.
- The most installed app type is arcade games, and the most purchased are card and casino games.
- 25% of mobile phone users (62 million consumers) have played a mobile game in the past month. 13 million play every day. Most games played are pre-loaded onto the handset. Browser game play is in the minority, but still accounts for 4 million players.
- 60% added two games in a month. The heavy users downloading 5 or more made up 12%.
- Chat and gifting are not popular ways to engage socially in a game compared to leaderboards, invites and multiplayer modes.
- 15% of players have made an IAP in their entire history of app use. 42% of the IAP sold are virtual goods. Does 15% seem low to you? Read about power laws and learn why you will still make money.