Apple iPhones Lead Android Smartphones for Time Spent With Gaming Apps

    Apple iPhones Lead Android Smartphones for Time Spent With Gaming Apps

Gaming tops all other smartphone uses in terms of average time spent;

Game popularity varies by platform;

How often and how long games are played varies by mobile operating system

PR Newswire

COLUMBIA, Md., Feb. 12, 2013

COLUMBIA, Md., Feb. 12, 2013 /PRNewswire/ -- A larger percentage of iPhone®
users in the Arbitron Mobile U.S. smartphone panel—85.7 percent—played mobile
gaming apps in December 2012 compared to Android™-using panelists—76 percent.
iPhone mobile gamers in the panel also accessed gaming apps more often with an
average of 151.5 sessions each month than Android gamers, who accessed gaming
apps an average of 94.6 sessions a month.

iPhone gamers in the panel spent an average of 12 hours, 23 minutes using
mobile gaming apps in December. In contrast, game-playing panelists with
Android smartphones spent an average of 8 hours, 4 minutes with game apps.

Mobile gaming apps          iOS users in panel  Android users in panel
Percent any use/month       85.7%               76.0%
Mobile gaming apps          iOS gamers in panel Android gamers in panel
Average minutes spent/month 743.1               484.0
Average # of sessions/month 151.5               94.6

Source:  Arbitron Mobile Trends Panels™ Service; United States; December 2012

Gaming garners the most time spent for any smartphone functions

Mobile gamers, who account for 78.8 percent of the U.S. panel, spent more time
with their gaming apps—9 hours, 54 minutes—than smartphone users spent with
other apps and functions such as social networking, messaging, browsing, and
voice calls.

Smartphone function     Users of the function:
                        average time spent/month Percent of panelists
(all OSs)                                        using the function
                        (minutes)
Gaming                  594.1                    78.8%
Social Networking       477.0                    84.5%
Messaging (SMS and MMS) 447.9                    96.4%
Browsing                447.8                    99.3%
Calls                   418.6                    96.0%

Source:  Arbitron Mobile Trends Panels Service; United States; December 2012

Top games vary by platform

Words With Friends™ was the most popular game among all Arbitron Mobile
smartphone panelists in December. The game has a larger proportion of fans
among iPhone users than among Android users.

                          User share                         User share
Game Title                of Apple   Game title              of Android
                          iPhones                            phones
                          in panel                           in panel
Words With Friends        26.1%      Words With Friends      16.0%
Scramble With Friends™    11.4%      Angry Birds™ Star Wars™ 16.0%
Temple Run™               11.1%      Scramble With Friends   9.6%
The Simpsons™: Tapped Out 10.8%      Drag Racing             7.3%
Draw Something™           10.6%      Fruit Ninja             6.3%

Source:  Arbitron Mobile Trends Panels Service; United States; December 2012

For selected top games that are available to users of Apple iOS and Google
Android, different platforms delivered the most avid fans in terms of users,
time spent with the games, and user sessions.

                                              Gamer time
                               Share of                   Average #
Game                  Platform platform users spent/month of sessions
                                                          among gamers
                                              (minutes)
Words With Friends    All      19.6%          235.0       71.1
                      iOS      26.1%          279.9       78.9
                      Android  16.0%          182.0       62.0
Scramble With Friends All      10.0           107.2       25.7
                      iOS      11.4           136.3       31.4
                      Android  9.6            82.1        20.7
Draw Something        All      7.2            89.4        22.5
                      iOS      10.6           85.3        21.7
                      Android  5.2            95.4        23.6
Slotomania^SM         All      7.1            92.7        27.4
                      iOS      9.6            70.4        25.7
                      Android  5.6            120.2       29.5
SongPop™              All      6.1            88.4        20.5
                      iOS      7.8            113.8       25.5
                      Android  5.2            60.6        15.0

Source:  Arbitron Mobile Trends Panels Service; United States; December 2012

About Arbitron Mobile

Arbitron Mobile Oy, a wholly owned subsidiary of Arbitron Inc., uses a
proprietary, on-device software meter to provide marketers, the media, content
providers, app developers, and wireless access suppliers with information on
how mobile consumers use apps, surf the web, engage in social media,
participate in e-commerce, and employ their devices to communicate. The
Arbitron Mobile technology supports all major smartphone platforms including
tablets.

The service is designed to report reach, frequency, usage and consumer
engagement with all key functions and activities of their mobile devices,
whether the device is online, connected to a cellular or Wi-Fi network, or
used offline.

For more information, contact: mobile@arbitron.com

The Arbitron Mobile panel in the United States consists of approximately
12,000 persons, age 18 and older, who voluntarily install the proprietary
software meter onto their iOS, Android, or BlackBerry mobile devices.

Arbitron Mobile-based services are available in eight countries:  the United
States, United Kingdom, France, Germany, Finland, China, Indonesia, and Japan.

About Arbitron

Arbitron Inc. (NYSE: ARB) is an international media and marketing research
firm serving the media—radio, television, cable, and out-of-home; the mobile
industry as well as advertising agencies and advertisers around the world.
Arbitron's businesses include:  measuring network and local market radio
audiences across the United States; surveying the retail, media, and product
patterns of U.S. consumers; providing mobile audience measurement and
analytics in the United States, Europe, Asia, and Australia, and developing
application software used for analyzing media audience and marketing
information data. The Company has developed the Portable People Meter™ (PPM®)
and the PPM 360™, new technologies for media and marketing research.

Portable People Meter™, PPM®, PPM 360™and Arbitron Mobile Trends Panels™ are
marks of Arbitron Inc.

iPhone is a registered trademark of Apple Inc. Android is a trademark of
Google Inc. 
Words With Friends, Scramble With Friends, and Draw Something are trademarks
of Zynga Inc.; Angry Birds is a trademark of Rovio Mobile Ltd.; Star Wars is a
trademark of Lucasfilm Ltd.; Temple Run is a trademark of Imangi Studios,
LLC.; The Simpsons is a trademark of Twentieth Century Fox Film Corporation;
Slotomania is a service mark of Playtika Ltd.; SongPop is a trademark of
FreshPlanet Inc.

 

SOURCE Arbitron Inc.

Website: http://www.arbitron.com
Contact: Kim Myers, Arbitron Inc., +1-410-312-8500, kim.myers@arbitron.com