New Research Provides Insight Into High Levels of Engagement for Leading Mobile Gaming Apps
Mobidia Technology, Inc., a provider of mobile analytics, last week released new research in collaboration with ABI Research, an analyst firm, to offer new insights into usage of mobile gaming applications.
The research shows that top mobile games enjoyed very high engagement rates among their users, especially when compared to other types of applications. And, while these rates vary across titles and mobile OS platforms, the data clearly reveals two distinct categories of games: those that are very heavily used on a weekly basis and those that have a consistent, but more casual usage pattern.
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“Games continued to be on the top of smartphone users’ list of key experiences in 2013,” said Chris Hill, vice president of marketing at Mobidia. “To really understand which ones are valued and played, and where the trends are heading, it is critical to understand metrics beyond simple downloads and installs. Analyzing engagement and usage metrics is the only way to truly understand this market.”
Highlights of the identified trends include:
- With some exceptions, leading mobile games generally enjoy a higher penetration rate on Android than on iOS. Some would suggest that this is driven by a greater number of blockbuster applications available on the iOS platform which increases fragmentation and decreases penetration per app.
- Weekly engagement rates can reach as high as 80 percent for top games; average engagement for the top 50 games across the industry is about 55 percent.
- Candy Crush Saga leads the pack in penetration, engagement and usage. This research data certainly supports the storied popularity of the app. Worldwide, Android players in this panel averaged about 4 hours per week in usage time.
“With the rapidly changing mobile application business models and growing competition, it is more important than ever to have intelligence on apps’ entire lifecycles”, said Aapo Markkanen, senior analyst, ABI Research. “This is especially true in the mobile gaming market, which is the most competitive part of today’s app economy. Mobidia’s mobile data provides insight to spot and understand user trends.”
With a set of data provided by millions of smartphone users around the world, Mobidia is able to provide mobile retailers and others interested in mobile application usage with detailed insights into specific application usage. The data offers insights into application penetration, engagement and usage in minutes and unique sessions in more than 50 different countries.
