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BizReport : Social Marketing : May 14, 2012

Social gaming growth slows, women playing less

A new survey by Frank N. Magid Associates reveals that growth in online social games is slowing in the U.S., even among the biggest social gaming group - women.

by Helen Leggatt

Last year, over half (54%) of women ages 12 to 17 played social games. That number has dropped significantly this year with the Frank N. Magid research showing that now 43% play weekly. Among older women, age 25 - 44, social gaming has fallen from 2011's 40% to 36%.

Apart from the drop-off in social gaming's novelty factor, Mike Vorhaus, head of Magid Advisors, says "mild boringness with the games" has been part of the reason for the decline in social gaming.

Spending in social games is also dropping. The study found that the average social gamer will spend about $51 this year, compared to $78 spent last year. Just over a third (34%) of gamers said that they plan to spend even less next year, while 22% said they will spend more.

Overall, online gaming is still growing, albeit slower than in previous years. Today, 38% play games on social networks compared with 36% last year.

Any growth in gaming is among social users age 45 and over - men age 45-54 (up 15% from 2011) and 55-64 (up 9% from 2011) and females age 45-54 (up 9% from 2011) and 55-64 (up 10% from 2011).

Tags: gaming, online gaming, social gaming, social network

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