I’ve said it a few times before over the last 12 months that Apps would overtake browsers on tablets, and while they haven’t quite reached that milestone yet – They are well on their way!
Looking at the chart below, Gaming Company Playfirst recently conducted a study of US Internet users which depicts one thing very vividly – Playing games on tablets is where it’s at. According to the study, tablet gamers downloaded 22 games over the past year making gaming the second most popular overall activity on tablets. What’s even wilder is the percentage difference between playing games on tablets and accessing the web which is only a 6% difference!
Tablet gamers were not just scouring app stores for freebies, either—about one-third of the games they downloaded were paid for, underscoring consumer willingness to fork over cash for titles deemed worth their time and effort. Respondents using tablets also said they had more often paid for games than for any other type of content.
Now this next part is something you really want to pay attention to if you are a mobile marketer. This is the part where numbers on paper show you the behavior differences between tablets and smartphones. Meaning – a lot of under-educated mobile marketers ask why they may have a successful mobile marketing campaign on say the iPad but unsuccessful on the iPhone. (That’s just an example but you get the point.) Part of this divide was thought to be due to the fundamentally different way consumers use smartphones, and some of it was attributed to smartphones’ smaller screens.
Smartphone gamers not only downloaded a smaller average number of games over the past year than their tablet-using counterparts, they also were less inclined to pay for them. While gamers downloaded an average of 13 games over the past year—an increase of 30% over the previous 12-month period—they paid for only two of them.
This just another mobile marketing lesson that you should pay really close attention to. PC, tablet and smartphone users are consuming content and performing different activities based on a lot of factors, one being screen size on phones and the other being comfortable and still mobile with tablets with the ease of being able to download apps very quickly.