Mobile gaming remains one of the most popular activities on smartphones today. Besides the fact that they are portable and allow consumers to carry gaming content in a pocket and play them at their own leisure, many smartphones today, with their advanced displays and graphic processing capabilities, provide a highly enriching mobile gaming experience.
This has made mobile gaming immensely popular across the globe, especially across regions such as India and Southeast Asia. Even our recent Smartphone User Persona Report (SUPR) 2015 for Indonesia observes that 19% of the 52 million-strong Indonesian smartphone user base primarily uses their smartphone for mobile gaming.
That's close to 10 million smartphone users spending a major chunk of their smartphone time on mobile gaming. In fact, the study estimates that these users spend close to 2 hours a day on their smartphone. Of this, over an hour and a half is spent on mobile gaming, thus rightly earning these users the title of Gaming Buffs.
Furthermore, mobile games such as Clash of Clans, LINE Let's Get Rich and Hay Day are the apps most frequently accessed by Gaming Buffs in Indonesia. The fact that portability enables these users to enjoy gaming while on the go means that they consume a lot of cellular data. The report also points in this direction observing that Gaming Buffs consume as much as 96 MB of cellular data per day.
When not mobile gaming, social networking takes a big chunk of their time and Gaming Buffs spend as much as 40 minutes a day on social networking and chat apps. Other activities such as browsing the Internet also take a significant share of these users' time. What is also interesting about Gaming Buffs is that most of their smartphone users are males between the ages of 25 to 30 years, defying common belief that mobile gaming is popular largely among younger adults.
This means that Gaming Buffs promise a lot of opportunity for marketers looking to engage with Indonesian smartphone users who spend long hours with their devices. Additionally, the gaming market in Indonesia itself is on a growth curve and mobile games enable marketers to reach out to their audience with ads in an integrated and engaging manner.
To know more about Gaming Buffs, you can download the complete report here.