95% of Mobile Users Won’t Download Games

95% of Mobile Users Won't Download Games Mobile gaming big boys I-Play have released the results of a study which revealed that only 5% of mobile users have ever downloaded a game

The independent survey examined the (cough) “behaviour barriers” and motives of 2,500 mobile users across the US, UK, Italy, Spain and Germany.

The study discovered that mobile phone newbies were pretty clueless about what their phones could do, with 33% of respondents unsure whether their handset could even play games.

95% of Mobile Users Won't Download GamesA further 17.5% were uncertain how to download a game while the rest said that the downloading process itself was tedious.

Of all those polled, only a mere 5% of mobile users had ever downloaded and used a mobile game.

David Gosen, COO of I-play was ready with the positive spin, “The mobile games market is essentially only five percent penetrated. The good news is that we now know what’s limiting market growth – the industry must improve accessibility to mobile games and more importantly, educate consumers on how and where to obtain mobile games”.

Curiously, the survey revealed national differences, with 80% of smart Spaniards aware of the capabilities of their handsets compared with to just 60% of Germans.

95% of Mobile Users Won't Download GamesPricing was seen as a discouraging factor by 51% of the respondents, with 48 percent in favour of free trail versions and 30% saying that that they would go for a game if a friend recommended it.

Despite the aggressive advertising campaigns run to promote mobile gaming, the industry is still clearly in its infancy, although the potential for growth is seen as enormous, especially with the interest shown in emerging markets like India and China.

Gosen went on to explain that, “virgin downloaders” need more education about the process and more information about the game before they feel comfortable making that first purchase and this is critical. We know we have to de-risk that first download for the end user.

De-risk. Now there’s a good word for buzzword bingo.