Fifty-eight percent of U.S. mobile gamers are women, compared to 42 percent
who are men, according to the recent Yankee Group U.S. Mobile Entertainment
Survey. In addition, 29 percent of male mobile gamers purchased games compared
to 17 percent of women.

“Our survey clearly disagrees with the common stereotype that men, especially
young men, are the most ardent mobile gamers,” said Michael Goodman, Yankee
Group Media & Entertainment Strategies senior analyst. “The largest
market may be getting the least attention in a space that’s increasingly competitive.
This could be important news for games manufacturers and other content providers
making large investments in game design and marketing programs that target men
and adolescent boys.”

“As mobile devices evolve from communication and productivity tools into
entertainment platforms they are dramatically expanding their competitive peer-set,”
continued Goodman. “In addition to competition between handset and PDA
manufacturers, there’s also competition from entrenched incumbents such as consumer
electronics and PC manufacturers, which are much more familiar with entertainment
applications and services.”

The Yankee Group U.S. Mobile Entertainment Survey provides insight into U.S.
consumer preferences and overall demand for mobile entertainment. The survey
pays particular attention to consumer interest and willingness to pay for entertainment
applications and services on mobile devices.

THE YANKEE GROUP (http://www.yankeegroup.com)

The Yankee Group is the global leader in communications & networking research
and consulting. The company helps businesses understand the opportunities, risks
and competitive pressures of developing, deploying and consuming products and
services that drive communication or information exchange. Now in its fourth
decade, the Yankee Group is based in Boston with offices throughout North America
and Europe.

Filed under: Mobile News

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