This document summarizes key findings from a survey of 385 US mobile gamers conducted by Inside Network in June 2012. It finds that most mobile gamers play casual games like words, puzzles and cards on their phones for short periods when bored or waiting. Younger gamers are more social, downloading more games and being less sensitive to price. "Free" is the top factor for both iOS and Android users when choosing a game. Friends and top app rankings influence discovery the most.

1. Who is the Mobile Gamer?
Bonnie Ho, Research Analyst
Inside Network Research
Smartphone & Tablet Games Summit
June 2012

2. Highlights & Data from this month’s report
to be released June 30, 2012:
Inside Virtual Goods:
Spending and Usage Habits of the Mobile
Gaming Audience
2 © 2012, Inside Network. All rights reserved.

3. Research Objectives & Methodology
Objectives
Understand how mobile users are gaming on their devices
• Mobile Gaming Usage: What types of games are they playing? Where
are they gaming? Who do they play with?
• Path-to-Purchase: How are new games discovered? What considerations
do they make when downloading a game? Monetization?
Methodology
Quantitative Survey of US Mobile Gamers
• Target Audience: Plays games on the iPhone, iPod Touch, iPad, Android
phone for Android tablet at least once per week; Over 18 years old
• Fielded through panel service, SurveyMonkey’s ZoomPanel
• 385 respondents
• Fielded June 2012
3 © 2012, Inside Network. All rights reserved.

4. About the Respondents
Plays games on mobile devices at least once per
week
Mobile Gaming – Frequency - US
Gender - US Age - US
How often do you play games on your mobile
19- 54 and device? Several
up, 21% Once per
24, 11% times per
week, 9%
25- hour, 8%
30, 15% Several
Female, 50 times per
% 49- week, 24%
Male, 50% Several
53, 11% times per
day, 40%
31-
36, 18% 43- Once per
37- 48, 12% day, 20%
42, 13%
Devices owned / Play Games - US
60% 50%
47%
50%
40% 30% 31%
30% 25%
20%
20% 10% 9% 11%8%
10% Ownership
0% Plays games
4 © 2012, Inside Network. All rights reserved.

5. About the Respondents
Casual Gaming Audience: Plays Word games, Puzzle games, Card games
Types of Games Played – US
What types of games do you play regularly? (at least once per
month?)
60% 50%
50% 44%
41%
40%
27% 26%
30% 20% 17%
20% 13%
7%
10%
0%
Word Puzzle Card Arcade Action Board Casino Hidden MMO
games Games games Games Games games games Object and RPG
games
Games Played in Last 30 Days - US
Please select the mobile games you've played in the last 30 days
50% 45%
38%
40%
28%
30%
20% 17%
13%
9% 7%
10% 6% 5% 5%
0%
Angry Birds Words with Bejeweled Draw Fruit Ninja Cut the Where's Tiny Tower Where's Zynga
Friends Something Rope My Water? Waldo Poker
5 © 2012, Inside Network. All rights reserved.

6. Mobile Gaming Behaviors
Mobile Gaming: Where? With Who? Why?
6 © 2012, Inside Network. All rights reserved.

7. Mobile Gaming Behaviors
Mobile gaming everywhere, when I’m bored…
Where Mobile Gamers are Playing • “Mobile” not just outside the home, but also
Please select where you are when playing games on
inside the home
your mobile device.
• A little piece of entertainment to kill time
100% 86%
80%
60%
35% 34% 29%
40% 22% 24%
20% 9% 14% “Games are always there (as I always have my
5%
phone with me). Game is fast and can finish
0%
quickly if need be without needing to shut down a
game and return later”
Attitudes: I enjoy playing games on mobile devices because...
“I like the fact that it is
Extremely Disagree Disagree Neutral Agree Extremely Agree
convenient, if I am not
sleepy I can play it in It's something to do when I'm bored
bed, or if what is on the } 83% Positive
It's convenient
tv, I am not interested } 82% Positive
I don't have to buy another device
in, then I can play and
The games don't take up a lot of time
"watch" yet be with the
family,” I can play while doing other things
It's another way to engage with friends
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
7 © 2012, Inside Network. All rights reserved.

8. Mobile Gaming Behaviors
Most play mobile games by themselves; younger age
groups use gaming as another way to engage with
friends play mobile games with? – US - Age
Who do you
Connections to Social Networks – US - Age
18 to 30 31 to 48 49 and up Total Sample Facebook Twitter Never / None of the above
100% 87%
90%
80%
70% 52% Total Sample 43% 10% 55%
60%
50% 38%
40%
30% 14% 13%
20% 8% 6% 5% 49 and up 22% 2% 77%
10%
0%
31 to 48 45% 11% 54%
18 to 30 67% 19% 29%
Attitudes: I enjoy playing games because… “It's another way
to engage with friends” – US - Age
Extremely Disagree 49 and up 14% 25% 30% 26% 6% } 31% Positive
Disagree
31 to 48 9% 8% 32% 39% 12% } 51% Positive
Neutral
Agree 18 to 30 3%9% 22% 41% 25% } 66% Positive
Extremely Agree 8 © 2012, Inside Network. All rights reserved.
0% 20% 40% 60% 80% 100%

9. Path-to-Purchase
Game Discovery > Download > Spend
9 © 2012, Inside Network. All rights reserved.

10. Path-to-Purchase Snapshot
How do you find out about games?
• Word-of-mouth: high quality
Game Recommendations from
Friends
60% game and experiences, users
will want to talk about
Discovery Browsing Top Apps on • Top App Ranking is still key
Google Play or iTunes
45%
Download: Free or Premium? • “Free” is still a key motivator
80% 63% in deciding which game to
Downloa 60%
40%
37% download
d 20% • 37% are willing to purchase
0% premium games
Decision Free Only Free and/or
Premium
In-Game Purchase
In-Game Purchase?
Yes, 17% Have bought
33% 67%
premium
Spen Yes
No
d Free Only 9% 91%
No, 83%
10 © 2012, Inside Network. All rights reserved.

11. Path-to-Purchase: Android vs iOS
“Free” is even more emphasized for Android gamers
Do you download free games, premium games
(pay at download), or both?
Which of the following is most important to you when
iOS Android
deciding on which mobile game to download? 80%
70%
Android iOS 70%
60% 51%
It's free 59%
46% 50%
40%
9% 40%
My friend recommended it 18%
30% 24%
Good Ratings & Reviews 9% 20%
14%
10% 5%4% 2%1% 3%2%
Whether I can play with friends 3%
6% 0%
Company's reputation for high 3% Only Both, but more free gamespremium gamesgamesfree games equally
free gamesBoth, but more than premium than
Only premium games Both free games and premium games
quality games 5%
It's in the Top Games list 5%
4%
The screenshots in the description 6%
3% In-Game Purchase – US - Platform
Other (please specify) 2% Yes No
2%
0% 10% 20% 30% 40% 50% 60% 70%
Android 17% 83%
iOS 22% 78%
11 © 2012, Inside Network. All rights reserved.

12. Path-to-Purchase: By Age
Young age groups download more games, are less
sensitive to “free”, and monetize at higher rates
Do you download free games, premium games (pay at
Which of the following is most important to you when download), or both?
deciding on which mobile game to download?
100% 18 to 30 31 to 48 49 & up
80%
90% 65% 68%
Other 53%
60% 47%
80%
40% 35% 32%
8% 16%
It's in the Top
70% Games list 20%
15% 14% 8%
60% Company's 0%
reputation for high Only free games Free games and/or premium
50% quality games
17%
Whether I can play
40% with friends
Yes: Have paid for in-game
30% 60% Good Ratings & Downloads 3 or more games
58% purchase
Reviews
20% 41% 49 & up 14%
My friend 49 & up 15%
recommended it
10% 31 to 48 27% 31 to 48 16%
It's free
0% 18 to 30 48% 18 to 30 24%
18 to 30 31 to 48 49 & up
0% 20% 40% 60% 0% 10% 20% 30%
12 © 2012, Inside Network. All rights reserved.

13. Key Takeaways
Who is the mobile gamer?
13 © 2012, Inside Network. All rights reserved.

14. Key Takeaways
Who is the Mobile Gamer?
• Approximately 2/3rds of iPhone/iPod Touch and Android phone users play games on their phones
• Plays casual games: Word games, puzzle games, card games
• Plays at home, out, while waiting - Since their phone is always with them, it makes it convenient to
play games whenever, where ever
• Most play solo, but the younger mobile gamer enjoy playing with friends as another way to engage
with them and connects to social networks to play games at a higher rate
• Mobile gamers discover new games through friend recommendations or through Top Apps in iTunes
App Store / Google Play
• “Free” still a key motivator for download; Even more emphasized for Android
• Those who only download free games monetize at a much lower rate than those who also
download premium games
• Young mobile gamers a prime audience: They are social, viral, download more games, are less
sensitive to “free”, and monetize at higher rates
14 © 2012, Inside Network. All rights reserved.

15. Thanks for Listening!
Bonnie Ho
Research Analyst
e. bonnie.ho@insidenetwork.com
t. @abovethefoldsf
Favorite mobile games: Angry
Birds, Zuma’s Revenge
See the Inside Network booth on how to subscribe to Inside Network
Research or email Kieran Barr at k@insidenetwork.com
15 © 2012, Inside Network. All rights reserved.