Online and mobile casual

gamer and the comparison:

What can mobile learn from online?

Meta-study on the demographic and behaviour-related

characteristics of online and mobile gamers and the
resulting implications

Work of research by:

Commissions by and created in cooperation with:

 „We gladly await your
questions and requests!“

6. Authors and Contact Persons

gamematrix research Greentube

gamematrix
c/o 11 Prozent Communication Greentube I.E.S. GmbH
St. Paul 15 Mariahilfer Straße 47/1/102
85435 Erding A-1060 Wien
http://www.11prozent.de http://www.greentube.com

Carsten Szameitat Alfred Hofer

CEO 11 Prozent Communication Head of Marketing & Sales
gamematrix Research Director ah@greentube.com
Bundesverband Digitale Wirtschaft
Member
Angelique Szameitat
Press Officer
Angelique Szameitat
Tel.: +49 (0) 8122 / 955 - 625
Press Officer
E-Mail: a.szameitat@11prozent.de
Tel.: +49 (0) 8122 / 955 - 625
E-Mail: a.szameitat@11prozent.de

Inga Kozuruba
International Press Officer
Tel.: +49 (0) 8122 / 955 - 625
E-Mail: i.kozuruba@11prozent.de
 Index

1. Introduction ................................................................................................ 3
2. Introducing research indicators: Greentube and gamematrix ...................... 5
3. Online Games .............................................................................................. 7
3.1 Overview................................................................................................... 7
3.2 Evaluation of Casual Games by Greentube and Harris Interactive ..................... 8
4. Mobile Games ............................................................................................ 15
4.1 Overview................................................................................................. 15
4.2 Evaluation of mobile gaming figures ........................................................... 18
5. Comparing Mobile and Online .................................................................... 21
5.1 Comparison According to Sex and Age Groups ............................................. 21
5.2 Comparison of Online and Mobile Activities .................................................. 23
6. Authors and Contact Persons ..................................................................... 24

2
1. Introduction

Today online and media games are a part of many

consumers‟ lives. They are enjoying increasing coverage
and popularity, yet between the two types of gamers
there are clear differences, which not only come down to
„Aggregated
them being used on different devices – namely a PC or
mobile phone.
evaluations and
insights into the
This study deals with the current figures concerning the
usage of online and mobile games. It provides
online and mobile
information on the consumer groups among the gamers
as well as insight into their behaviour and interests. The
gaming world“
study finally establishes the differences and similarities
between the two groups.

Investigation information

This work is based on a meta-analysis, in which the results of various data investigations
have been complied and evaluated. Data from Greentube (2009), comScore (2010) a
global leader in measuring the digital world, the BVDW study (2009), Today‟s Gamers
study (2009) and the Goldman and BITKOM study has been used.
 2. Introducing research indicators
Greentube and gamematrix

Greentube: The experts in the field of online and mobile

games

Greentube I.E.S. GmbH, located in Vienna, Austria, is

among the leading developers and providers of turn-key
gaming offers for the Internet, mobile devices and iTV.
The company also provides cross-media formats for PC
and TV. Founded in 1997 and still under the
management of the founding team, Greentube has
belonged by way of majority interest to Astra Games
Ltd., a subsidiary of the Novomatic Group, since January
2010.

Core competences of Greentube:

2D Casual Games 3D eSport Games

Greentube‟s operations are supported by a Greentube has become particularly well-
broad range of 2D browser-based games, known through its 3D eSport games, the
which can be played with or without real highlight of which is “Ski Challenge”. The
stakes. Among the games are skiing simulator has become a
Backgammon, Yatzy, Pool, Mahjong, phenomenal hit across Europe and now
Dominos, 8-Ball Billiards and a variety of represents the world‟s biggest virtual ski
card games. Here Greentube also places event with over six million gamers in total.
particular attention on popular national “Mountain Bike Challenge” is a further
games, such as Skat in Germany and game from the series. Motorsport is
Schnapsen in Austria. Three massively covered by the “Volkswagen Polo Cup”
multiplayer online games complete the and “Moto Race Challenge”, while
offer in this area. “Football Challenge” caters for fans of the
beautiful game and rounds off the series.

4
 „The gaming market is
our home“
(Greentube)

Mobile Casual Games Casino & Poker

Currently, the mobile games portfolio Since 2009, Greentube has offered a
features ten 2D multiplayer games, number of casino games, such as
including Backgammon, Yatzy and Baccarat, Blackjack, Roulette and Fruits‟n
Schnapsen, as well as the mobile version Sevens and a Poker platform with three
of the popular “Ski Challenge”. Mobile variants of the game, which can be played
versions of “Mountain Bike Challenge” and for fun or real stakes.
a remake of “Football Challenge 2010” are
in the pipeline, and are due to be
launched to coincide with the FIFA World
Cup in South Africa.

gamematrix: Research and consulting area from

11 Prozent Communication

„Discover the gamematrix (founded in 2006) is the research and

consultation department of 11 Prozent Communication,
trends of founded in 2002 by CEOs Carsten and Angelique
Szameitat. The company is located in Erding. With the
tomorrow publication GFM Nachrichten, which belongs to 11
Prozent Communication, the research department always
today!“ draws on the latest market data from the well-known
market research institutes and makes this available with
relevant insights. They
advise organisations and
provide them with
detailed and extensive
information about these
business markets. The
gamematrix team
consists of professors,
editors and analysts.
www.11prozent.de
 3. Online Games

3.1 Overview

Online games are a part of everyday life

for many Internet users. According to Readiness to pay and a
figures for 2008, around 30% of Internet positive attitude towards
users had visited an online gaming site. advertising
Of these users 26% were aged between
The survey results also revealed that
35 and 44 years, and a high percentage
there is a clear willingness among online
of these online gamers were female.
These figures have been backed up by gamers to pay for such games. On
average, the gamers spend 28 Euro per
investigations carried out since.
month on this hobby; around 5% of
those surveyed even admitted to
spending more than 75 Euro per month.
Positive trend in the area of
online games Generally said there is a positive attitude
towards advertising among the gamers,
In 2009, the number of online gamers particularly when it comes to free
(aged 14 and over) rose by a third to games, as gamers are fully aware that
approximately 10.3 million. For this quality comes at a price and that
reason a study recently published by someone is responsible for raising funds.
BVDW was carried out, which involved a Every third person surveyed admitted to
representative, cross-platform survey of having actively clicked on such
over 10,000 participants. Also here one advertising.
could see a very clear and positive trend
in the branch of online games. Strategy In terms of usage behaviour it was clear
games, brain games and action/ that the majority of the gamers play
adventure games are the genres that intensively for up to multiple hours at a
have become particularly popular. More time. Forty-three percent play between
than 50% of the users play multiplayer one and four hours a day. Most play in
games; 20% exclusively play such the evening, as well as during the week
games. Around a third of all gamers are and at the weekend.
female.

6
„30 percent more
gamers in 2009“

Online payment systems on the Gaming women and their

increase preferences
This picture is confirmed by Today‟s Gamers A total of 65% of the population in
Study from 2009, based on a survey of over Germany with Internet access play
13,000 participants from six countries. It computer games. Among women, this is
showed that massively multiplayer online particularly prevalent in the age group
games (MMOGs) and game platforms with 20 to 49, while also women over 50
browser and casual games are among the regularly use such gaming offers. The
most popular genres, and that 15% of all female gamers are predominantly well
expenditure on games in Europe was spent educated, have an above average
on these types of games. When making income and work in managerial
payments, gamers predominantly use credit positions.
cards and online payment systems, which,
Female gamers prefer games which
particularly in Germany, have been enjoying
involve puzzles, Mahjong and those
increasing popularity, accounting in total for
which require thought, which are used
41% of all payments (in comparison to
for mental training. The motivation
credit cards with 29%). The Germans invest
behind such gaming, however, is
their money mainly in virtual currency; 42%
relaxation, the search for a challenge
do this at game portals and 27% within the
and combating boredom. In contrast,
scope of a MMOG.
men play in order to experience action-
packed adventure and to measure
themselves against others.

3.2 Evaluation of Casual Games by Greentube and Harris

Interactive

This picture is complemented and expanded German sample and investigates more
upon in the area of online games by a study precisely demographic and interest- as
carried out by Greentube in collaboration well as behaviour-related aspects of
with the market research institute Harris casual gamers in the online area.
Interactive in 2009. The study draws a
As can be seen in Figure 1, the large
comparison between the users of different
majority of casual gamers can be found
casual game platforms with a representative
in the age band 25-54 years, with the
 greatest share of women in the 25 to 44 here significantly more men are
group. In general women are better interested in casual games online.
represented in all of the age groups with the
exception of the group 55 years and over –

Figure 1 - Casual Gamer Online: Distribution According to Gender and Age

ONLINE: DISTRIBUTION ACCORDING TO GENDER AND AGE Quelle: e2009

Source: Greentube 2009

11.2% Casual Gamer Total

Men 15-24 5.0%

10,8% Casual Gamer: 2.387
Women 15-24 5.7%
Gesamt: 5.486
9.3%
Men 25-34 10.4%
9,7%
Women 25-34 16.8%
14.3%
Men 35-44 12.5%
11.7%
Women 35-44 15.0%
10.9%
Men 45-54 12.1%
9.1%
Women 45-54 12.3%
9.3%
Men 55+ 9.2%
3.7%
Women 55+ 4.1%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Monthly household income

Figure 2 shows the monthly net income of premium gamers could be found, namely
the households in Euro. As can be clearly those who are prepared to spend more on
seen, households with lower incomes their hobby. Given this spread of gamers
make up the majority (just under ¾ of the among the income bands, one can
participants), while households with conclude that providers should ideally offer
income over €2,300 only make up just both free content and premium content,
over a quarter. One can also see from for those more prepared to spend money.
these income categories an above average
share of gamers in the band €3,500 to
€5,000. This is the category in which

8
„Casual games are popular by women – men
are the pioneers of paid content“

Figure 2 – Casual Gamers Online: Monthly Net Household Income

ONLINE: MONTHLY NET HOUSEHOLD INCOME Source: Greentube 2009

28.8%
up to € 1200
38.9%

33.7%
€ 1,200 - € 2,300 34.4%

21.5%
€ 2,300 - € 3,500 16.8%

10.8%
€ 3,500 - € 5,000 14.4% Casual Gamer: 2.387

Total: 5.486
5.2%
€ 5,000 and over
2.7% Casual Gamer Total

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Figure 3 – Casual Gamers Online: Popular Online Activities (Greentube)

ONLINE: POPULAR ONLINE ACTIVITIES Source: Greentube 2009

Listening to Internet
radio/web-streams 26.9% Casual Gamer Total
22.5%
Casual Gamer: 2.387

Watching videos Gesamt: 5.486

35.7%
28.8%

Reading news online 50.7%

40.1%

Playing on the Internet 42.6%

59.8%

0% 10% 20% 30% 40% 50% 60% 70%

 Popular online activities

Figure 3 shows the four most popular videos and finally listening to music or
activities undertaken by casual gamers audio files either via an online radio
online. As expected, gaming on the broadcaster or streaming site.
Internet comfortably tops the activities, a
One can generally say that the casual
significantly higher percentage than the
gamers from the Greentube study do not
general German average. The other
differ a great deal from the total average;
activities are, when measured against the
playing games merely seems to draw time
comparison group, slightly less popular,
away from other activities, yet the overall
yet still similar. In second place comes
picture remains comparable.
reading the news, followed by watching

Popular communication-related activities

Figure 4 clearly shows that chatting and other communication tools available,
using instant messaging services are the namely social networking sites, Internet
most popular form of communication calls and forum discussions, are slightly less
among the casual gamers surveyed. They popular than among the comparison group,
are even used slightly more than on yet they still remain among the five most
average when comparing the groups. The commonly used forms of communication.

Figure 4 – Casual Gamers Online: Popular Communication-Related Activities (Greentube)

ONLINE: POPULAR COMMUNICATION-RELATED ACTIVITIES Source: Greentube 2009

21.6% Casual Gamer Total

Forums discussions
14.6% Casual Gamer: 2.387

Total: 5.486
25.0%
Internet calls
22.2%

33.1%
Social networking
26.1%

33.7%
Instant messaging
35.3%

40.9%
Chatting
43.4%

0% 10% 20% 30% 40% 50%

10
 „Social networking goes
cleary ahead“

ONLINE: POPULAR INTERNET SITES Source: Greentube 2009

32,3% Casual Gamer Gesamt

Video-Sharing-Seiten 25,7%

29,6%
Foren, Chats 26,6%

42,0% Casual Gamer: 2.387

Internetauktionen 40,2%
Total: 5.486
57,8%
Free E-Mail-Anbieter 54,9%

71,7%
Suchmaschinen/Portale 65,5%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Figure 5 – Casual Gamers Online: Popular Internet Sites (Greentube)

Popular Internet sites and topics online

Figure 5 from Greentube‟s study shows predictably comes top, just shy of 50%
that the most popular Internet sites greater than the German average. Other
among casual gamers correspond to those interests are much more similar; only
of the comparison group, even though the „news‟ shows a significant discrepancy,
figures for the gamers are slightly lower. where it is of less interest to the gamers.
When it comes to popular topics, „games‟

Figure 6 – Casual Gamers Online: Topics Online (Greentube)

ONLINE: TOPICS ONLINE Source: Greentube 2009

22,6% Casual Gamer Total

Music websites 21,0%
Casual Gamer: 2.387
23,5% Total: 5.486
Cooking/gastronomy
23,1%

Sport 25,5%
24,6%

36,5%
News 26,3%

44,2%
Games 65,9%

0% 10% 20% 30% 40% 50% 60% 70% 80%

 ONLINE: ONLINE PURCHASES Source: Greentube 2009

Games and toys

30,1% Casual Gamer Total
35,5%
Casual Gamer: 2.387

Electrical household 40,4% Total: 5.486

goods 36,8%

49,9%
Multimedia
41,8%

61,3%
Books, CDs, DVDs
51,0%

56,9%
Clothes, Shoes 53,5%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Figure 7 – Casual Gamers Online: Online Purchases (Greentube)

Online consumer behaviour

The Greentube study is concluded with the degree among the German sample
figures concerning consumer behaviour respondents. Only games and toys are
online. Figure 7 illustrates that clothing bought more often by the online casual
and footwear, books, CDs, DVDs and gamers than the sample respondents; this
multimedia purchases are those made category is among the most commonly
most often. This is the case with the made online purchases overall.
comparison group, yet to a slightly greater

Mobile Internet usage

In the survey on the topic of mobile Internet usage 75.2% stated that they do not use
mobile Internet at all. A further 14% do not own a mobile phone or smart phone. Of the
remaining 10.8%, who do use mobile Internet, most (57.4%) use it on a flat-rate basis.
These figures correspond in general to the comparison group of German respondents.

12
„Flatrates are
the openers“

3.3 The Online Casual Gamer: A summary

In an interview with Alfred Hofer, Head of

Marketing & Sales at Greentube, we addressed
the topic of casual gamers.

gamematrix: “Mr. Hofer, if you consider the gamers and non-gamers alike are interested in
demographic data, how would you describe the various forms of communication – particularly
typical online casual gamer?” forum discussions and social networking, but
also chat rooms, instant messaging services
Alfred Hofer: “That is not so easy to define. and making calls over the Internet – and often
For example, when looking at the sex men visit portals and free e-mail providers online.
make up 55% of gamers. This is, of course, Their interests online – apart from gaming –
only a slight difference and clearly not are comparable with non-gamers: news, sport,
significant enough for us to conclude that cooking/gastronomy and music websites. As we
casual gamers are generally male. It is a can work on the basis that online casual
similar case when it comes to the age gamers are spread across all sections of the
categories. The age band of 35 to 54 years population, this finding fits perfectly into the
may well cover 46% of gamers, yet even the picture we have.”
band least represented, namely 55 years and
older, covers 13%. We have been able to gamematrix: “You also have information on
determine a slight tendency, which indicates the financial background and consumer
that casual games online are favoured by behaviour of those surveyed. What conclusions
family people, yet once again this is far from have you been able to make from this?”
being a clear definition of the typical gamer. Alfred Hofer: “According to our findings
Simply put: there is no typical casual gamer. interest in online casual games in households
The demographic differences presumably lie in with a „median income‟ is underrepresented.
the preferences for individual game genres. In This, however, often coincides with the „life-
the future we will see that, because of planning phases‟, for example when starting a
increased coverage, the demographics of online family, therefore leaving little free time for
gamers will draw even closer to the other activities. A broad spectrum of the
demographics of online users.” population in the lower income band can be
gamematrix: “And what about topics which reached by financing casual games with
are of interest to casual gamers online?” advertising. Higher income classes are
overrepresented. When it comes to consumer
Alfred Hofer: “As expected, the activity of behaviour it can be seen that the gamers online
gaming is of central importance to the casual spend more money on games and toys, and
gamer when it comes to activities undertaken generally tend to make their purchases more
on the Internet. Aside from this, however, online than the comparison group.”
gamematrix: “Many thanks for this summary,
Mr Hofer.”
 4. Mobile Games

4.1 Overview

activity of mobile phone users with 62%,

Positive trend in mobile gaming yet preinstalled game programmes come
The development of the mobile games directly behind with 20% ahead of MMS
branch can certainly be assessed as messages (14%) and accessing the
positive. In 2006, according to a study by Internet via the mobile (9%).
m:metrics, only 2.5% of all mobile phone
owners in Germany had downloaded a Positive factors of influence on
game to their devices. According to figures the likelihood of downloading
from comScore the number of mobile
gamers in 2008 had risen to 10.9 million, The main reasons behind users not playing
whereby the preinstalled programmes mobile games were highlighted in a survey
were more than twice as popular as of 15,500 participants in 2006. Most of all
download offers: 8.6 million gamers the high cost of game downloads was
played ready-installed games, while 3.7 given a reason, as were the unsuitable
downloaded. offers available and a generally low
interest in mobile gaming.
A 2008 study published by Goldman and
BITKOM states that 48% of all mobile Positive factors of influence include the
phone users regularly use a game first-time purchase of a device, which
programme on their mobiles, putting invites the owner to try out its various
mobile games in sixth place after functions. It was also found that the
making/receiving calls, sending/receiving probability of downloading a further game
text messages, taking and looking at lay between 20% and 30%, if the user had
photos and listening to music. Gaming already downloaded before and therefore
ranked higher than using the mobile for was ready to repeat the procedure. Using
accessing the Internet with 36%. Here the a smart phone also has a positive effect on
users favoured preinstalled games and the usage of mobile games. According to
free games (mostly financed by the figures of comScore from 2008 for the
advertising) and were less interested in US market the number of game downloads
games involving costs. had increased by 17% from the previous
year. Particularly the iPhone, with 14% of
In 2009, according to comScore, the all downloads, has supported this
usage of mobile games stood at 24%, with development, something which no doubt is
a particularly clear popularity among based on the popularity of the App Store.
younger games aged between 13 and 34
years. The figures of Nielsen Online from
2009 back up the positive trend. Sending
text messages remains the most popular

14
 140 million Euro turnover with
Passing time on public
mobile games in Germany in
transport
2009
The International Personal Mobility Study
The National Gamer Survey 2009 showed
by PricewaterhouseCoopers from 2008
that only 34% of mobile phone owners
shows that of all applications mobile
games are of particular importance to spend money on games, while the
majority much prefer to use free gaming
users, who use their mobile devices
content (Figure 8). Nevertheless, the
infrequently. This study also revealed that
turnover from mobile games in 2009 stood
in countries, where public transport
represents the main mode of transport, at 140 million Euro in Germany. Owners of
an HTC device or iPhone are among the
use of mobile phones in general is
users with the greatest readiness to pay. A
promoted, as they are used to pass time
when travelling. total of 71% of the 350,000 German HTC
device owners have bought games, as well
as 63% of iPhone owners. Yet this share of
Smart phones aid mobile iPhone users makes up a mere 6% of
gaming, yet are still too gamers.
expensive
Furthermore the study showed that 9% of
At the end of 2009 Deloitte published a mobile gamers dedicate time to this
study revealing the main reason for the activity on a daily basis; from the paying
poor distribution of smart phones in gamers this rises to 22%. Around 50%
Germany (12%) in comparison to the USA play from 15 minutes to an hour. Of the
and UK (20% and 25% respectively), free games particularly popular are puzzles
namely the cost of mobile services. For and arcade games, while brain training,
this reason 33% of Germans pass on using strategy, sport and adventure games are
mobile Internet. Of course this has a generally preferred.
direct impact on the usage of mobile
gaming offers.
 Figure 8 – Selected Results of the National Gamer Survey 2009 / ComScore 2010

MOBILE GAME DISTRIBUTION AND USERS WHO BUY MOBILE GAMES

Downloads Preinstalled games HTC iPhone

66.0% 63.0%

34.0% 71.0%

0% 25% 50% 75% 100% 0% 25% 50% 75% 100%

Source: ComScore 2010 Source: National Gamer 2009

Regional differences in game popularity

As can be drawn from Greenube‟s data in MOBILE: POPULAR CASUAL GAMES

Figure 9, there are regional differences
in the popularity of certain games. The
figure displays the comparison made by Casual Games
Greentube between the data for all Board
30,0%
German-speaking countries and just for games
Austria. It is clear that there is a
significant difference when switching Card
27,0%
from a large region (Greentube or games
DEU/AUT/SUI) to a small region (only
Austria). Schnapsen is incredibly popular Arcade
22,0%
in Austria in comparison to the other games
games available, while Yatzy is the most
popular game overall in the entire region Sports
14,0%
(DEU/AUT/SUI). These differences games
naturally have a direct effect on how the Local &
offer is perceived by the users. national 7,0%
games

0% 20% 40%

Figure 9 - Mobile Casual Gamers: Popular

Games (Greentube)

16
 „Men are the mobile
download kings“

4.2 Evaluation of mobile gaming figures

Men use mobile Internet, preinstalled games are more popular

Figures 10 and 11 show the figures for the game on their mobiles at least once a
use of preinstalled games, downloads and month. While women predominantly take
games, which are played in a browser via to preinstalled games, the distribution of
mobile Internet. The figures were collected men is relatively equal. Nevertheless, men
in February 2010 by comScore in play games using mobile Internet to a
Germany. They compare users of different greater extent than women. This provides
types of games according to sex and age. further evidence that predominantly men
use mobile Internet.
The results show that still around a
quarter of all mobile users had played a

Figure 10 – Casual Gamers Mobile: Distribution According to Sex and Age in Germany (comScore)

MOBILE: DISTRIBUTION ACCORDING TO SEX AND AGE IN GERMANY

24.3%
Total
26.8%

Downloads 7.3%
9.8%

0.7%
Browser games
8.4%

n = 14.984
19.2%
Preinstalled Games Men Women
7.3%

Source: ComScore 2010

0% 10% 20% 30% 40%
 MOBILE: DOWNLOADS / PREINSTALLED GAMES AND AGES Source: ComScore 2010

13-17 41,0%
12,6%

33,9%
18-24
15,8%

22,3%
25-34
12,9%

35-44 18,2%
8,7%
n = 14.984
12,3%
45-54
4,5%

6,4%
55+
2,2% Downloads Preinstalled Games

0% 10% 20% 30% 40% 50%

Figure 11 - Casual Gamer Mobile: Distribution According to Age in Germany (comScore)

A bigger share of game downloads among younger age groups

When looking at the distribution figures Game downloads are also favoured by the
according to age one can see that mobile younger age groups, whereby the biggest
games are generally used more by number of gamers who download fall into
younger age groups, and that preinstalled the age band 18 to 34 years. In this group
games are played significantly more often the popularity of downloads is around half
than downloads. Mobile games are most that of preinstalled games. Presumably
popular among youth and young adults this is associated with the age of consent
(from 13 to 24 years), although the and being able to sign one‟s own contract.
middle age groups are also worth noting This ratio weakens among the older age
here. bands, in which the ratio of downloads to
preinstalled games falls to a third.

18
„Medium mobie
needs a differen-
tiated view“

4.3 The Mobile Casual Gamer: A summary

To conclude this second section Mr. Eberhard

Dürrschmid, CEO of Greentube, named what he
feels are the most important points concerning
this topic.

gamematrix: “Mr. Dürrschmid, would you say Eberhard Dürrschmid: “Many aspects may
that one can place mobile gamers in a have an effect on this. For example one finds
demographic group more clearly?” more technology- and progress-oriented users
among men than women. They tend to be more
Eberhard Dürrschmid: “One could indeed say
interested in trying out new technologies and
that, however I would differentiate between
using them in daily life. On the other hand the
more than one group in this case. On one hand
genre of the preinstalled games could have an
there are youths and young adults, who
influence. If the games are mainly puzzle,
generally use mobiles in a variety of ways and
thought- and Yatzy-type games, which are
therefore also play more. This group, however,
favoured by women, they will be less likely to
primarily uses preinstalled games, as the
look for and download further games. In
financial background is often not present to pay
contrast, men prefer action games and look to
for downloads – or they are minors and require
measure themselves tactically or strategically
the consent of their parents to download. On
against other gamers. If they cannot identify
the other hand one must still consider the
with the games already on offer they will be
differences between the sexes. Women tend to
motivated to look around for other games to
play mobile games more, but it is
download.”
predominantly men, who are prepared to spend
money on this. This readiness has yet to be gamematrix: “And how would you interpret
reached among female gamers. The topic of the interregional differences in the popularity of
mobile gaming is effectively a question of the individual types of games?”
end device and the connection tariffs. In terms
of technology the iPhone has clearly helped to Eberhard Dürrschmid: “I believe that similar
revolutionise the world of mobile gaming, aspects come into play here as communicated
particularly with the associated flat-fee tariffs.” in the mobility study. Differences in the
development and set-up of infrastructures
gamematrix: “What do you think about the certainly contribute to this. Also the different
causes of the differences between the sexes ways in which mobile phones are perceived and
when it comes to game downloads?” used play a role, yet most of all the tariffs
available are important here. Multiplayer games
above all are affected by the necessity of an
Internet connection.”
gamematrix: “Many thanks, Mr. Dürrschmid.”
 5. Comparing Mobile and Online

5.1 Comparison According to Sex and Age Groups

users of preinstalled games). The

Men play more online, women prefer
disparity, however, is not significant in
mobile
either case (less than 10%).
Shown in Figure 12 is a comparison of
The preference among men for online
mobile and online game usage by men
games could be due to the fact that the
and women from all age groups. The
Internet currently supports the favoured
online gaming data is provided by Green-
action game genres more than others. The
tube and the mobile data by comScore.
casual game genres preferred by women
When the individual age groups are not are – due to their short game durations –
considered men make up the slightly more suited to mobile gaming, which are
larger share of online gamers, while often used for bridging gaps whilst out and
women are slightly more represented about.
among mobile gamers (and particularly

Figure 12 – Comparison of Online and Mobile Usage According to Sex (Greentube / comScore)

COMPARISON OF ONLINE / MOBILE ACCORDING TO GENDER

Online Mobile
47.6%
Men
55.0%

52.4%
Women
45.0%

0% 25% 50% 75%

100%
Source: Greentube 2009 / ComScore 2010

20
„55 year olds
currently favor
online games“

COMPARISON OF ONLINE / MOBILE ACCORDING TO AGE

Source: Greentube 2009 / ComScore 2010

40,8%
15-24
22,0%

22,3%
25-34
19,0%

18,2%
35-44
26,0%

12,3%
45-54
20,0%

6,4%
55+
13,0% Online Mobile

0% 10% 20% 30% 40% 50%

Figure 13 – Comparison of Age Distribution of Mobile and Online (Greentube / comScore)

Mobile gaming is the domain of the youth

Figure 13 shows clearly that online games among those aged 15 to 24 than any other
are most popular among those aged age group. In the band 25 to 34 years the
between 35 and 44 years, while it can be usage of online and mobile games is
generally said that all of the age groups comparable, but the figures pull
under 55 years make up a noteworthy increasingly further apart in the older
share of the gamers. Mobile games, in groups in favour of online games.
contrast, are significantly more popular
 5.2 Comparison of Online and Mobile Activities

As can be seen in Figure 14, playing When looking only at the activities of
games is among the most commonly mobile users it is clear that the jump from
undertaken activities online and also reading and sending text messages to the
mobile. The difference comes in the next most common activity (excluding
respective popularity of each. making/receiving calls) is much greater.
The least popular activity here corresponds
For example, reading the news is overall
to less than a sixth of text message usage.
the most commonly undertaken activity
And while the less common activities show
online followed by playing games,
less significant differences (similar to the
watching videos and listening to Internet
online results), the usage of text message
radio. Yet the least common activity
is at least 42% greater, suggesting that
comes in at no less than 50% of the most
mobile devices are used predominantly for
popular. The difference between one
communication purposes. (In the figures
activity and the next, less common
for mobile, the activity of making/receiving
activity, is never more than 10%.
calls – which stands at almost 100% - is
not included.)

Figure 14 – Comparison of the Most Commonly Undertaken Activities Online and Mobile
(excl. making/taking calls)

COMPARISON OF ONLINE / MOBILE ACCORDING TO ACTIVITIES

Source: Greentube 2009 / ComScore 2010

51,0% 62,0%
Read news SMS

Gaming 20,0%
43,0%
Gaming

MMS 14,0%
Watch 36,0%
videos

Mobile
27,0% 9,0%
Listen to web
webradio
Mobile
Online
0% 20% 40% 60% 80%
0% 20% 40% 60% 80%

22
„Nr. 1 problem is
the performance
of mobile batteries!“

5.3 Comparison of Mobile and Online Gamers: A Summary

The final word on this topic is provided by Mr.

Dürrschmid and Mr. Carsten Szameitat, CEO of
11 Prozent Communication and Head of
gamematrix.

gamematrix: “Thank you for your

observations. Which further conclusions can be
gamematrix: “Mr. Dürrschmid, how do you drawn from the results, Mr. Szameitat?”
see the situation in mobile gaming given the
results of this investigation?”
Eberhard Dürrschmid: “I am convinced that Carsten Szameitat: “As one can see from the
mobile gaming has the potential to draw level statistics on the online gamers, they are
with online games, particularly in the area of incredibly interested in using gaming to pass
casual games. These satisfy the needs of the time, which is reflected in the expenditure
users in dealing with boredom while travelling online. Simultaneously the mobile phone is
or waiting very well indeed. When it comes to rarely used in this respect. This could be
the online area the MMOGs have a very good partially down to the fact that in the online area
standing, yet such online games are often broad distribution of cheap flat-rate offers and
played for multiple hours at a time. In the broadband connections is commonplace, while
mobile area it is games, which involve shorter mobile end devices, which are suitable as a
gaming durations, but offer a higher repetition medium for gaming – specifically smart phones
rate, which are of interest.” – as well as corresponding tariffs have not yet
found the necessary coverage. A further, more
“Mobile games also offer users the chance to technical problem is the recharging time of
meet friends and play against one another mobile batteries, which limits a longer or more
without a great deal of hassle, which is also an intensive usage of the device.”
important theme and one which has already
been realised in multiplayer games and within
the scope of social games. This is, for example, “Regarding the gaming offer one must not
offered as part of Greentube‟s business ignore that different demands are placed on
strategy – it is possible for gamers to be part mobile games than on online games.
of the gaming community by playing the Nevertheless, both types of games appear one
mobile version of the game available online thing in common, namely both may have many
while out and about. By utilising the GPS different genres and features, allowing them to
module integrated in the more recent smart appeal to many different types of gamers.”
phones an entirely new dimension in gaming
concepts opens up in this area.”
gamematrix: “Thank you Mr. Szameitat.”