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.
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."
Socially speaking
When it comes to social games, 6.1 million owners across the EU5 tapped into a social game on their phones during February that's 13.2 percent of smartphone gamers overall.
The genre is most popular in Italy, where penetration is ranked at 15.5 percent, ahead of the UK on 14.2 percent and France 13.1 percent.
You can read the results in full over on comScore's website.
Data & Research
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
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