UK based iOS gamers spend 16 times more than Android gamers

94 per cent of mobile gaming revenues in the UK comes from iOS devices, reveals new survey

A new survey carried out by Newzoo has revealed that iOS gamers in the UK spend 16 times more than Android users, and 94 per cent of all mobile gaming revenues comes from iOS devices.

Newzoo, the international games industry research specialist, revealed its findings following new National Gamers Surveys, which were carried out in the first quarter of 2012, and involved 17,000 respondents.

The surveys found that the number of mobile gamers in the UK has grown from 20.2 million to 23.9 million. 75 per cent of those mobile gamers play on smartphones, and 17 per cent on tablets, says Newzoo.

27 per cent of all smartphone gamers in the UK play on iPhone, and 14 per cent use the iPod touch. In the tablet gaming space, the iPad accounts for 71 per cent.

The number of mobile gamers in the UK that are paying to play has grown to 9.2 million, which is 39 per cent of all British mobile gamers. iOS devices, including the iPad, iPhone and iPod touch, earned 94 per cent of mobile revenues generated by the top 200 grossing games, Newzoo's surveys reveal.

Newzoo found that most of the revenue generated by mobile gaming is from in-app purchases, with 91 per cent generated this way on Android, and 85 per cent on iOS.

In the US, Android has a higher share of mobile gaming revenues than it does in the UK, with iOS games grossing five times more than Android games in the US, in comparison to iOS games grossing 16 times more than Android in the UK.

"While mobile gaming preferences between the US and European countries differ, revenue share clearly angles in favour of iOS games over Android in all countries," says Newzoo.

Newzoo's CEO Peter Warman said: "When analysing Apple's successful monetisation, there is one dominant factor outside of differences in audience demographics and preferences: Apple requires users to connect their credit card information directly to their account, thus creating a seamless purchase experience."

"The Kindle Fire, being the runner-up tablet in the US only 3 months after launch, has single-handedly doubled Android's share of revenues in the US compared to European countried. It will do the same in the UK soon after launch, but the rest of Europe might be a different story and after that there is Mac versus PC apps and then finally the battle for the TV. Exciting times," said Warman.

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Ashleigh Allsopp

Macworld U.K.
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