Social gaming most popular among women: Spiral Media

The survey, covering Australia, Singapore, Malaysia and the Philippines measured audience engagement with social games, use of technology, retail spending, entertainment choices and attitudes towards advertising in social games. In each of the markets, except the Philippines women were the majority respondents.

In Australia, women made up 67 per cent of the total respondents. In Singapore that number was 60 per cent and in Malaysia it stood at 55 per cent. In the Philippines the number of women respondents were 47 per cent of total respondents. On average, these respondents were in the 25 to 54 year age group. However, in the Philippines it ranged between 20 to 35.

The survey polled a total of 3,223 people across the four countries. This was conducted between September 17 and October 22 via Facebook Social Games, where people were invited to participate in the survey.

Australia
90 per cent of the respondents in Australia placed social games as their number one activity on social networks, placing games ahead of activity posts, sharing photos and keeping up with friends’ profiles. 69 per cent of Australians said they played social games on a daily basis. This makes social games one of the highest time-spend activities on the internet. When it comes to platforms, the majority of those polled still prefer playing games on their desktop computers. Just 49 per cent of those polled played games on their phones at least once a week.

Philippines
In Philippines, 92 per cent placed social games as their top activity on social networks with 72 per cent of them playing social games on a daily basis. On the platform front, 34 per cent of respondents said they played social games on their phones once a week. 65 per cent of social gamers in the Philippines played video games across consoles and PCs.

Malaysia
In Malaysia, 89 per cent of respondents placed social games ahead of activity posts, sharing photos and keeping up with friends’ profiles. 71 per cent of Malaysians played social games on a daily basis. Only 33 per cent of respondents said they played social games on their phones at least once a week.

Singapore
In Singapore, of those surveyed, 86 per cent placed social games as top activity on social networks. 66 per cent of Singapore respondents said they played social games on a daily basis. 47 per cent of respondents said they played social games on their phones at least once a week. In spite of the popularity mobile platforms in Singapore, majority of respondents still used desktop computers with 56 per cent of social gamers also playing video games across console and PC.

Commenting on the results, Scott Wenkart, managing director of Spiral Media said, “Online audiences are becoming more fragmented than ever, social gaming is growing and has become a form of mainstream entertaiment.”

He added, “The results also tell us that social gamers are interested in more traditional forms of gaming and are engaged for longer periods of time presenting marketers with opportunities to develop targeted campaigns.”