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Social networks lead mobile game discovery

February 3, 2022
Mobile gamers around the world are more likely to find and download games from social networks than anywhere else, according to a study commissioned by Facebook IQ.

Global games

Market research company TNS surveyed adults from the US, UK, Brazil, France, Germany, India, Indonesia, Russia, South Korea, Spain, Thailand and Turkey to discover how they are using their phones for gaming.
 
Across all markets, social networks (68%) led all sources for game discovery, ahead of photo and video services (57%), chat apps (54%) and word of mouth (34%).
 
Social networks subsequently contributed to 28% of downloads, more than double photo and video services (13%) and chat apps (11%).

Friendly fire

It makes sense that social networks dominate the mobile gaming sphere, with the survey finding that gamers are 2.9 times more likely to play so they can beat their friends and 2.7 times more likely to play to feel they belong as part of a community.
 
It's not just the stereotypical men, either, as 46.5% of all smartphone and tablet gamers are female, with strategy, puzzle and action games popular among both genders.
 
With mobile gaming taking place inside and outside the home and at all hours of the day, nobody is being left behind.
 

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