Games lead smartphone app usage
A multicountry study by Newzoo recorded 48.8 million gamers in Brazil in 2013, the second-largest market among select countries studied, even if a far cry behind China’s 173.4 million-strong gaming space, and only marginally more than Russia’s 46.4 million.
Moving away from absolute numbers, Newzoo found that social/casual gaming was the most popular platform, with similar penetration levels across the six countries surveyed. Brazil again ranked second, with 92.6% of total gamers citing such a platform, trailing China’s 93.8%. Computers and consoles varied in preference by country but were also among the most popular gaming platforms across the board.
A more marked discrepancy lay in mobile. While 52.9% of gamers in Brazil played on their smartphones, the percentage spiked to 81.1% in China and slumped to 43.1% in Russia. For Brazil, this translated to 25.8 million smartphone gamers. By eMarketer estimates, this also means that 85.2% of the country’s 30.3 million smartphone users in 2013 played games over that platform.
Despite relatively low smartphone gaming penetration in Brazil, a September 2013 study by the Mobile Marketing Association and IBOPE Nielsen Online found that gaming was the main activity smartphone owners in Brazil engaged in via apps, cited by 40% of respondents. At these usage levels, smartphone app gaming surpassed even the ever-popular social networking apps, which garnered the attention of 35% of smartphone users.
Email and music apps followed in popularity, used by 31% and 28%, respectively, of smartphone owners. Conversely, both games and social networks were two of the less popular content types over mobile browsers—accessed by 11% and 19% of smartphone owners, respectively. Price comparison services were the least accessed type of content via smartphone apps, used by just 7% of respondents, perhaps reflecting the still-nascent stage of mobile commerce in Brazil.