October 21st, 2008 by Arjan Olsder Posted in Ad Funded Gaming | No Comments »
Greystripe has sent out a report on the ad-funded mobile gaming market. In this latest report, the company also shares results from their iPhone adwrapper.
With the addition of the iPhone to the market, the user demographic for mobile games is changing and the advertising industry therefore needs to keep up with an ever-growing user base of savvy mobile game players. According to Greystripe’s results, iPhone game players prove to be part of a coveted demographic in the advertising world. Greystripe’s iPhone games are the most popular among the sought-after 18 to 34-year old age group, with 48% of users falling into that category. Additionally, this coveted demographic is well-educated and affluent, with 80% having attended college and 46% making more than $78K a year. Most importantly, these users are accessing the mobile Web and playing games significantly more frequently than has previously been seen. Seventy-five percent of iPhone game players access the mobile Web at least once a day, while 66% use it more than once a day.
Greystripe’s data discloses even more in-depth, valuable information about its game players. For instance, 87% of game players on both feature phones and iPhones are involved in the purchasing decisions in their families, with 73% of these respondents using the mobile Web at least once per day. With over 100 million games downloaded and a worldwide 9.1 percent click-through rate, Greystripe’s game players prove markedly engaged.
"Data such as Greystripe’s quarterly Consumer Insights Reports provides a much-needed look into the advertising opportunity within the mobile games and application vertical," said David Chamberlain, Principal Analyst at In-Stat. "Metrics are the key to success in advertising and mobile is an area needing this sort of in-depth measurement."
Figures detailing the user behavior trends and demographics within mobile games advertising are the key to the success of the mobile advertising industry. Any insight into the habits of mobile game-playing consumers provides information necessary for more effective advertising and to improve the user experience.
“Our Consumer Insights Reports are an important tool for the industry as we work towards providing the most engaging brand advertising experience,” said Michael Chang, CEO of Greystripe. “And by expanding our research to cover the iPhone, we’re able to produce great results for our advertisers and users across multiple platforms.”
Since the company launched their ad-supported mobile games catalog in 2006, over 100 million games have been downloaded. As the leader in this distribution model, Greystripe is able to provide useful data to the mobile industry and advertisers about the free mobile game player.
Download the full report here.
