Virtual Gaming And Mobile Magic

Published: Monday, November 21, 2005 Online-Casinos.com

VIRTUAL GAMING AND MOBILE MAGIC

Latest survey shows both virtual gaming and cellphone usage is booming

Joining the series of intriguing consumer studies this week is the latest document from Nielsen Entertainment, which takes a look at video gaming and cellphone usage in the States. Although not gambling-specific this survey shows encouraging growth in mobile entertainment, an area running parallel with the rapid rise of m-gambling.

The two separate reports, each one surveying over 2,000 consumers engaged actively in either video games or in their use of mobile services were surveyed online in September 2005 and results were weighted and projected to the United States population through a national probability sample frame using random digital dial methodology.

Subjects such as the impact of expanding demographics, average and competitive entertainment spending amidst the total landscape of entertainment spending, awareness, attitudes and purchase interest in new consoles, platforms, and devices, service and genre preferences, influential sources of information and psychodemographic segmentation is revealed in each report.

Said Andy Wing, President and CEO of Nielsen Entertainment: "The inter-connection between video games and mobile devices is undeniable given consumer demand for flexibility. High technology adopters are more likely to use the internet, use their cell phones and play video games spending greater amounts of time and money on these media. The details revealed in these reports raise actionable items for marketers and developers alike and the result is clear: "emerging" media, they are no longer. Games and Mobile entertainment have arrived as powerful channels to consumers and influencers of our culture."

Neilsens says the mobile entertainment marketplace is poised for unprecedented growth throughout the next year as media companies test and refine new business models. Highlights from the Mobile Benchmark Report include:

• Turnover Equals Opportunity: 52 percent of mobile phone users will buy a new phone within the year with 37 percent claiming additional features will figure
  prominently in their decision making process
  
• Mobile Atop Media: On average, active mobile phone consumers report spending 17 hours on their phones per week, 13 talking and 4 on data
  services, surpassing music, video games, movie going and home entertainment
  
• Mobile Girls are over TVs: Young females are on their mobile phone 23.5 hours per week on average, more time than the 20.9 hours they report
  watching television
  
• Following the Money: Topping all entertainment expenditures for share of wallet, mobile phone users spend $57.50 each month on their phone
  and related services
  
• Mass Market, Mass Medium: 85 percent or 144 million 13-54 year-olds are mobile phone users
• Cutting the Cord: One in seven mobile phone users have no home landline and 35 percent consider their mobile phone to be their primary phone
• Nickels and Dimes: Of the mobile consumers polled, 60 percent said they pay for text messaging; 48 percent for custom ring tones; and 22 percent for games
• Multiple Dominant Brands: Motorola, Nokia, Samsung and LG are cited as top hardware providers while Verizon, Cingular, Sprint Nextel and TMobile are cited as top service providers
• Gamers Agree: Women and men share the preference to play board, card and puzzle games on their mobile phones

Said Emily Della Maggiora, VP Nielsen Interactive Entertainment: "The direct-to-consumer opportunity afforded by the broad penetration of phones, and the consumer's increasing desire for mobile entertainment, sets the perfect stage for exponential growth in the mobile entertainment marketplace."

Video Game Benchmark Report

Since Nielsen Entertainment's first report on video games earlier this year, our focus has shifted to the active gamer, qualified by owning a console and spending at least one hour a week playing on it. Still, what has emerged in this first look at the active gamer, are some surprises, about how the active gamer defines "games," identifying a games category with gender parity, the rising importance of MMOs (Massively Multiplayer Online), and attitudes on the connection of games to mobile devices.

• Moving Online: 57 percent of active gamers have played online with free casual online games.
• Women are Playing: While online-enabled console, MMO and gambling gamers are disproportionately male -- 76 percent vs. 24 percent -- casual gamers who
  play free online games such as puzzles are just as likely to be women as men, 49 percent vs. 51 percent respectively
  
• Good Scores on Mobile Gaming: 18 percent of active gamers have downloaded a game to their cell phone, with nearly two-thirds (63 percent) rating their
  experience from good to excellent
  
• Jock Games Rule: Traditional sports is the most preferred game genre followed by Role Playing and First-Person Shooter
• Men of Opportunity Value: Males 25-34 and Hispanics represent the most valuable emerging market for video games with high entertainment budgets and higher potential than other segments for increased video game spending
• Dominating Leisure Time: Nearly 25 percent of a gamer's leisure time is spent playing video games, with males playing 12 hours per week on average.