Mobile gamers reach 20 million in UK

The UK currently has over 20 million mobile gamers and almost two thirds of these play in the living room, according to a new report from comScore.

The report reveals that mobile gaming is the ninth most popular activity on mobile phones, ahead of instant messaging, music and photo/video sharing.

Since January 2011, the volume of daily mobile gamers has risen 92% to approximately six million, while the volume of monthly mobile gamers has increased by 31% to almost 20 million.

The report suggests that mobile gaming is often stationary, with 64% gaming in the living room, and 45% in the bedroom and 23% in the bathroom/toilet. Four million mobile gamers play whilst watching TV, and the report reveals that this demographic are more likely to be female (56%).

This demonstrates the rise of second screening when it comes to mobile gaming, particularly in the living room – a gateway for brands and advertisers to target consumers.

Over eight million users download games – up 45% over the last 18 months – however fewer people are purchasing games, down -11% over that same period, with iPhone gamers dominating the ‘purchased’ category (55%).

1.3 million gamers purchase games, while 6.8 million download them for free – dominated by Google at 48%.

The research also found that mobile gamers show a higher propensity to recall seeing and tapping on in-game ads – 40% and 7%, respectively.