Data & Research

MGF 2012: 30 million across EU5 play games on smartphones every day, says comScore's Jeremy Copp

#mgf2012 iPhone device of choice across Europe

MGF 2012: 30 million across EU5 play games on smartphones every day, says comScore's Jeremy Copp
As you would expect, comScore's keynote at this year's Mobile Games Forum in London – hosted by VP of mobile Jeremy Copp – was a stats-based affair, specifically focusing on mobile consumers across the big five European markets, the UK, Germany, France, Italy and Spain.

Using a variety of data taken from comScore's MobiLens reports, Copp claimed there are now 94 million smartphones across the region – still a smaller number than feature phones, but now growing at a quicker rate, with smartphone handsets accounting for 59 percent of new purchases in Q3 2011.

But while Copp's numbers painted a picture of games hungry consumers on iPhone, Symbian was still proclaimed as the most popular OS on the market with 33.9 percent.

That's a share that's down 4 percent year on year, however, and it's likely Android (on 26.2 percent, and up 361 percent year on year) and iOS (on 20.7 percent) will supersede Nokia's former flagship in the coming years.

Appy Apple

Indeed, when it comes to users making use of mobile media and games, iOS is the dominant platform.

Copp reported 94 percent of iPhone owners interact with mobile media in some form, and claimed – while there are still plenty of non-Apple devices popular with gamers – iPhone owners are the most likely to buy, install and play titles.

"The iPhone is still the gaming device of choice," concluded Copp.

"There are still significant audiences on non-iPhone devices playing games, but those who do have one tend to play games."

In all, 30 million consumers across the EU5 play games each and every day, with 12 percent installing five or more games a month.

Narrow view

But while indicators suggest multi-platform browser-based games are likely to gain popularity, comScore's numbers suggest they currently remain in the minority.

In-app purchases, too, are currently limited to a small number of activities.

While free games make up 51 percent of all downloads across the region, in-app purchases are focused on buying cash, points or tokens (46.7 percent) or virtual goods (25 percent.)

Gifting for friends hasn't yet caught on, Copp alleged. Just 4.2 percent currently purchase in-game gifts for friends, while – on the social side – users are most focused on playing with friends or uploading high scores, rather than chatting with friends in play or, again, purchasing gifts for them.

State of play

But perhaps the main theme of Copp's talk was the difference between the two main platforms.

The App Store plays host to the largest number of both free and paid game downloads across the EU5, while Android is heavily skewed towards free games.

Operator portals, too, still have their value, it was claimed, with their share of paid games as a whole outpacing Google's platform.

It's a particularly interesting split, given developers are currently voicing concerns about monetising free releases on Google's platform.

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.