Kids in America: iPads, iPhones, Facebook and Zynga gaming

Dubit
Kids and online gaming report [USA]
Facebook, Devices, Zynga and games

Devices Facebook Games Mechanics

Don't own or use at home Use at home
Device Ownership
Total: 96% 87% 74% 62% 21% 17% 10%

36% 12%
64%

28%

61%
51%
32% 33%
15% 12%
6%
6% 5% 4%

Handheld
Computer Games games Mobile Tablet
or laptop console console (Not iPhone) (not iPad)

Device Ownership by age Proportion who own each of the devices

100%

90% Computer or laptop
80%
Games consoles
70% 67% 68%
67%
64%
60%
60%
63%
Mobile (not iPhone)
53%

50% 46% 46%
46% Handheld games console
44%

40%
29% iPhone
30%
21%

20% 17% iPad
14%
11%

10% 8%
9%
5%
2%
4%
7%
7%
5% Tablet (not iPad)
2%
0% 1%

6-7 8-10 11-12 13-14

Proportion of those who either own
Device Ownership / Users by age the device or use it at home

100% 95%
98% 98%

94%
90% 90% Computer or
90% 87%
laptop
80% 79% 80%
80% 78%
75% Games consoles
70% 67%

62% Mobile (not
60% iPhone)
53%

50% 46%
Handheld games
console
40% iPhone
30% 26%

21%
19%
21% iPad
20% 18%
17% 18%
16%

12%
10%
10% 5%

0%
6-7 8-10 11-12 13-14

Of those who own a computer or laptop or use
Age of computer one at home

24% A mean computer
age of 2.4 years
19%

15%
13%

8% 9%
7%
5%

About Between 6 months to 1 year old
6 months old Between 1-2Between 2-3Between 3-4Between 4-5 years old years old / don't know
years old years old years old Over 5 Not sure
Mean excludes
DK / NS responses

Devices used to play games ...in the last month

Proportion of those who own / use at home at least one device
89% Proportion of those who own / use at home the specific device 3% have not played any
games on them in the last
77% 75% month (boys 2%; girls 5%)
74%
71%
66%
63%
55%

43%

30%

19%
14%
11%
4%

Handheld
Games Computer games Mobile Tablet
console or laptop console (Not iPhone) (not iPad)

...in the last month
Devices used to play games Proportion of those who own / use at home at
least one device
100%

90% Games console

80%
80% 78%
79% Computer or laptop
73%
71% 71%

70% 71%
66%
69%
Mobile (not iPhone)

60%
53%
54%
Handheld games console
50% 48%
iPhone
40%
iPad
30%

20% 18%
17% 19%
13% 15% 16%
11% 14%
11%
10% 8%
8% I don't play any computer
3%
2% 4%
4% or video games
0% 2%

6-7 8-10 11-12 13-14

...in the last month
Devices used to play games Proportion of owners / users of the specific device

100%
90% 89%
Games console
90% 88%
84%
88%

84%

80% 78%
75%
Handheld games
73%
70% 70% 69% 70% console
70% 66%
65% 65%
63%
64%
60%
iPhone
60% 56%

50% 46%
Computer or
42% 42% laptop
40%
40% 38%
iPad
32%

30% 28%
25%

Tablet (not iPad)
20%

10% Mobile (not
iPhone)
0%
6-7 8-10 11-12 13-14

96% either own a computer or laptop or use one
Computer or Laptop at home (e.g. borrow a parent’s or a sibling’s)

4%
32% Have their own 64% Use at home Don’t own
or use at
home

74% of owners / users have played a game 19% of these play games on a computer or
on a computer or laptop in the last month laptop everyday and 25% play most days

19% 25% 30% 16% 7% 2%

Everyday Most days 2-3 days a week Once a week Every 2-3 weeks Once a month or less

Favourite games
/ franchises on
this device
[unprompted]:
5% 4% 3% 3% 3%

87% either own a games
Games console console or use one at home

13% Don’t
51% Have their own 36% Use at home own or
use at
home

89% of owners / users have played a 16% of these play games on a games
game on a games console in the last month console everyday and 24% play most days

16% 24% 32% 17% 9% 4%


Favourite games
/ franchises on
this device
[unprompted]:
15% 9% 5% 4% 4%

74% either own a handheld
Handheld games console games console or use one at home

12%
61% Have their own 26% Don’t own or
Use at
use at home
home

75% of owners / users have played a game on 17% of these play games on a handheld games
a handheld games console in the last month console everyday and 26% play most days

17% 26% 27% 20% 8% 3%


Favourite games
/ franchises on
this device
[unprompted]:
22% 9% 4% 3% 2%

62% either own a non-iPhone
Mobile Phone (non-iPhone) mobile phone or use one at home

33% Have their 28% 38% Don’t own or
own Use at home use at home

30% of owners / users have played a game on 19% of these play games on a non-iPhone
a non-iPhone mobile phone in the last month mobile phone everyday and 20% play most days

19% 20% 22% 17% 14% 8%


Favourite games /
franchises on this
device [unprompted]:
40% 6% 4%

21% either own an iPhone or use one at home

6% Have 15% 79% Don’t own or
their own Use at home use at home

66% of owners / users have played a 26% of these play games on the iPhone
game on the iPhone in the last month everyday and 35% play most days

26% 35% 19% 13% 5%2%


Favourite games /
franchises on this
device [unprompted]:
38% 5% [Panfu] 2%

17% either own an iPad or use one at home

5% Have 12%
83% Don’t own or
their own Use at
use at home
home

63% of owners / users have played a 23% of these play games on the iPad
game on the iPad in the last month everyday and 33% play most days

23% 33% 22% 16% 3%3%


Favourite games /
franchises on this
device [unprompted]: 36% 4%

10% either own a
Tablet (non-iPad) non-iPad tablet or use one at home
6% Use at home

4% Have 90% Don’t own or
their own use at home

43% of owners / users have played a 15% of these play games on a non-iPad
game on a non-iPad tablet in the last month tablet everyday and 24% play most days

15% 24% 32% 17% 7% 5%


Favourite games /
franchises on this
device [unprompted]: 32% 7% 5%
[Solitaire] [Words with Friends]

Use of Facebook

Yes, I have my own account / Have their own account
profile
34% Boys 32%; Girls 36%
Yes, I use my parent's account or
they show me stuff on Facebook Under 13s 21%; 13-14s 73%
Yes, I use my brother's or my
9% sister's account
1%
1% Yes, I use someone else's
account
Parents won’t let them
Boys 30%; Girls 33%
31% No, I don't use Facebook - my
parents won't let me Under 13s 38%; 13-14s 12%
No, I don't use Facebook - I'm
not interested
15% I'm not sure There were no 13-14 year olds who
0% said they don’t know what Facebook is!
9% I don't know what Facebook is

Use of Facebook

79% 81%
Yes - Someone Else's Profile
6%
7%
Yes - Own Profile
61%
7%
48%
44%
13%
75% 10%
28% 28% 71%

54%
Total: 17% 20% 19% 13%
13%
35% 34%
11% 10%
11%
15% 15%
6% 9% 9%

Age: 6 7 8 9 10 11 12 13 14 Total
U13-Facebook Users

Proportion who either have an account with
Membership / use of other sites these websites, or use somebody else’s
account to access the website

17%
44% are either a
16%
member of
5%

5%

Windows Live
or use somebody else’s
5%
Messenger account to access it
1%

1%
None of these (excluding Facebook)
0% Under 13s 75%; 13-14s 44%
None of
67%
these

Proportion who either have an account with
these websites, or use somebody else’s
Membership / use of other sites, by age account to access the website
NB: The ‘None of these’ figure excludes
those who use Facebook
100%
None of these
90% 87%

80% 79%
Facebook
80%

70% Yahoo

60% 58% YouTube
54%

50% MySpace
44%

40%
Google+
33%

30% 25%
21% MSN / Windows Live
20% 18%
19%
Messenger
11% Hi5
10% 8% 7%
5%
9%
7%
5% 4%
2%
2% 1%
1%
2% 1%
Bebo
0% 0% 1%

6-7 8-10 11-12 13-14

Whether they would be interested in signing
Facebook for U13s up for a new Facebook for under 13s

Definitely yes Probably yes Not quite sure Probably not Definitely not

Total 25% 24% 28% 11% 12%

6-7 Boy 14% 19% 32% 18% 17%

6-7 Girl 14% 26% 38% 10% 12%

8-10 Boy 22% 27% 27% 13% 10%

8-10 Girl 34% 21% 23% 10% 12%

11-12 Boy 28% 25% 25% 11% 10%

11-12 Girl 38% 26% 20% 6% 10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Of those interested and who currently have a Facebook account, 37% said they would
definitely transfer their account to the new service, and 31% said they probably would

Desired games on a Facebook for U13s
What kind of games they would like to
see on a Facebook for under 13s

Games on Facebook
25% of all kids said they played a game
on Facebook in the last month For kids who play games on a computer, phone
or tablet, 32% play games on Facebook

58%

42%
32% 32%

19%
10%

Boys Girls 6-7 8-10 11-12 13-14

Games on Facebook
Facebook is a popular
destination for games.... The games most played on Facebook are:

Of the13% of kids who played
12%
5%

11%
in the last month 4%

84% of them played it on

6% 4%

Compared to...
7% 4% 2% 6% 4%

2% 1%

...in the last month by those who
Websites used to play games… play games on a computer, phone or tablet

33% 17%
6%

32% 17%
6%

31% 16% 4%

24% 13% 4%

22%

...in the last month by those who play games
Websites used to play games… on a computer, phone or tablet

Indicates a significant difference 3% 5%

3% 5%

5% 7%

8% 5%

9%

16% 10%

13%

12% 19%

17% 17%

15% 19%

27% 18%

18% 29%

33% 28%

32% 32%

41% 25%

...in the last month by those who
Websites used to play games… play games on a computer, phone or tablet

60% 58%
Disney

50%
Facebook
50%
45%
42% Cartoon Network
43%
40% 38%

Nickelodeon
37%

32%

30% 28% Nick Junior
28%
25%
24%

21%
22% Yahoo
21%
20% 19%
19% 18%

16%
18%
15% Disney XD
13% 14%
13%
13%
10% 13%
10% 8%
9% addictinggames.com
7%

4% 6%
Discovery Kids
0%
6-7 8-10 11-12 13-14

Virtual worlds
50% of kids say they have played on
virtual worlds or MMOs in the last month...
...with 65% of computer, phone and
tablet gamers saying this

74%
70% 70%
59% 58%
56%

Boys Girls 6-7 8-10 11-12 13-14

The most played virtual worlds and MMOs by
Virtual worlds computer, phone & tablet gamers in the last month are

20% 8% 6%

19% 8% 6%

10% 8% 4%

10% 7% 4%

4%

The most played virtual worlds and MMOs
Virtual worlds, by gender by computer, phone and tablet gamers are


2% 7%

6% 3%

6% 7%

6% 6%

2% 12%

2% 14%

15% 2%

8% 10%

1%

11% 8%

12% 8%

3%

23% 16%

28% 11%

The most played virtual worlds and MMOs by
Virtual worlds, by age computer, phone & tablet gamers split by age

30%
Webkinz
30%

26% Club Penguin
25%
23%
Poptropica
20%
20%
18% Neopets
16%

15%
15% 13% 14% Wizard 101
13%

12%
12%
11%

10% 10% 10% Pixie Hollow
9%
9% 9%
9%
8%
7%
7%
6% World of Warcraft
6%
5% 5%

2%
Minecraft
0%
6-7 8-10 11-12 13-14

The proportion of players of each of the top 15
Virtual worlds merchandise most played virtual worlds who have purchased
any merchandise or toys from this game

63% 19% 21%

31% 37% 17%

10% 31% 58%

35% 17% 13%

36%

The most played Zynga games by computer,
Zynga games phone & tablet gamers in the last month are

17% 7% 5%

10% 6% 4%

8% 6% 4%

Word 3%
8% Scramble
6%

The most played Zynga games by
Zynga games, by gender computer, phone & tablet gamers in the last
months are

4% 3%

4% 5%

2% 8%

6% 5%

2% 10%

6% 6%

8% 5%

8% 8%

8% 9%

13% 7%

19% 16%

The most played Zynga games by computer, phone
Zynga games, by age & tablet gamers in the last month split by age are

26% FarmVille
25% 24%
PetVille

CityVille
20%
Words with Friends
15% 16%
15% FishVille
13% 14%
Cafe World
10%
10% 9%
10%
Mafia Wars
9%

8% 8% 8% 8%

7% 7% 7%
7%
Word Scramble
6% 6%
6%
5% 6%

5% 5%
Mafia Wars 2
3%
2%
Treasure Isle
1%

0%
6-7 8-10 11-12 13-14

Where the top five most played
Where Zynga games are played Zynga games are played

84

76 77 76
Facebook
MySpace
iPhone
iPad
Android
Google+
36
31 Yahoo
Not sure
22

9 10 8
7 6 8 6 6 7
6 5 6 6 6
4 2 3 2 3 5 3 2 2
4
% 2 0 1 1 1 1 2 2 2

Awareness of Zynga

34% of kids who have played a Zynga game in the
last month say they know who Zynga are

46%

37%
32% 32%
30%

20%

Boys Girls 6-7 8-10 11-12 13-14

The most played Facebook games
Facebook games by computer, phone & tablet gamers are

16% 4% 3%

7% 4% 3%

5% 3% 3%

I don't play any
4% 3% games on Facebook 59%

The most played Facebook games
Facebook games, by gender by computer, phone & tablet gamers are


3% 3%

5% 1%

3% 3%

3% 4%

3% 5%

3% 4%

3% 5%

6% 4%

6% 8%

17% 15%

The most played Facebook games in the last
Facebook games, by age month by computer, phone & tablet gamers are

30% Bejeweled Blitz
28%

The Sims Social
25%
Zoo World 2

Pet Society
20%
Gardens of Time
16%

15% Tetris Battle
13% 14%

Zuma Blitz
10%
10% The Smurfs & Co
8%
8%

6%
7%
6%
It Girl
5% 5%

4% 4%
4% Bubble Island
3% 3%
3% 3%
2%
2% 2%
1%

0% I don't play any
6-7 8-10 11-12 13-14 games on Facebook

78% 69% 51% 38%

The proportion of computer, phone and tablet gamers who
Favorite games selected each game as one of their top three favourites

16% 8% 6%

14% 8% 5%

13% 7% 5%

11% 6% 5%

9% 6% 5%

The proportion of computer, phone and tablet gamers who
Favorite games, by age selected each game as one of their top three favourites

26%
Webkinz
25%
23%
Club Penguin
21%
20%
Bejeweled Blitz
20%
18%
17% FarmVille
16%
15%

15% 14% Barbie Girls
13% 13%
13%
12%
12%
12% Poptropica
11%
10%

10% 10%
9% 9% Littlest Pet Shop
8%
8%
8% 8%
7% 7%
7% 6%
Pixie Hollow
5%
5% 4% 5%

3%
The Sims Social
3%
3% 2%

Wizard 101
0%
6-7 8-10 11-12 13-14

What they like about their favorite games

The proportion of those who consider the
game as one of their top three favorites who:
Games also played by family or friends •• Have a family member(s) who also plays the game
Have a friend(s) who also plays the game
• Don’t know anyone else who plays
51% 48% 82%
58% 60% 49%
12% 9% 3%

47% 38% 47%
61% 49% 63%
17% 20% 10%

75% 41% 47%
51% 65% 63%
3% 13% 13%

81% 31% 43%
34% 49% 72%
6% 31% 11%

63%
51%
8%

The proportion of those who consider the game
as one of their top three favorites who:
• Told their friends about it face-to-face
Told friends about favorite games • Told their friends about it online
• Did not tell any friends about it

67% 66% 62%
10% 19% 22%
25% 19% 26%

70% 61% 70%
15% 13% 20%
20% 28% 13%

56% 46% 60%
44% 46% 37%
16% 9% 20%

56% 52% 65%
30% 20% 39%
24% 28% 11%

55%
37%
15%

Enjoyed aspects of online games

Invite my friends to play 42%
Have pets to take care of 42%
Chat with other players 30%
Have lots of collectible items 29%
Send messages 25%
Have books, toys, stickers, cards
and other things about the game 22%
Send gifts 21%
Access to special areas reserved
for members 17%
Other 10%

Enjoyed aspects of online games
Invite my friends to play
60%
54% 54%
53%

49% Have pets to take care of
50% 49%

40% 40%
40% 39%
38% Have lots of collectible items

34%
33% 33%
31% 31%

30% 28%
Chat with other players
25% 25%
24% 24% 24%
23%
22% 22%
21%

20% 18%
Send messages
16%
15% 15%
12%

10% 7%
9%
6% Have
books, toys, stickers, cards
and other things about the
0% game
6-7 8-10 11-12 13-14

How important these factors are for
Aspects of Facebook games Facebook gamers to enjoy a game

Mean 4.2 4.1 4.1 4.1 3.9 3.9

5
35% 33%
43% 39% 43%
45%
4

34% 36% 3
37% 32%
37% 38%
2
21% 20%
19% 17%
14% 13% 1
5% 5%
4% 6% 5% 6%
Being invited by Inviting friends to Helping friends to do Sending gifts to Sending alerts Receiving alerts
friends to play new play new games better in their games friends
games

Where online gamers find out
Find out about new games about new games to play

My friends tell me face-to-face
when I meet them 52%
My family tell me 41%
I hear about new games on TV 26%
My friends tell me online 24%
I search on search engines 20%
I search on games portals /
websites 16%
I search on Facebook 16%
From magazines that I read 9%
Other 4%

Where online gamers find out
Find out about new games about new games to play

70% My friends tell me
face-to-face when
I meet them
60% My family tell me

50% My friends tell me
online

40% I hear about new
games on TV

30% I search on search
engines

20% I search on games
portals / websites

10% I search on
Facebook

0% From magazines
6-7 8-10 11-12 13-14 that I read

Payment within online games

59% play online games where it is possible to pay /
buy things (e.g. for membership, buy items within a
game, buy virtual money / credits)

Of these, 32% have paid / bought
something within a game before
[19% of all respondents]

$22.40 is the average
spend per person
on a game
in the last
month

The proportion of those who consider the game as
one of their top three favorites who have spent
Payment within online games money on / within the game in the last month
and the average amount spent
NB: very low base sizes for the means

17% 10% 9%
$3.73 $6.76 $8.21

32% 18% 26%
$7.49 $14.92 $12.27

31% 22% 34%
$7.71 $8.97 $4.36

6%
25% 25%
$17.50
$14.61 $11.22

22%
$18.26

Why those online gamers who
Payment within online games haven’t paid or bought anything
within an online game haven’t done so

My parent(s) won't let me 68%

Don't want to - the games are
fine without spending money
35%

Not sure how to do it 6%

Don't want to - the games
aren't good enough
3%

Other reason 4%

Don't know 4%

Why those who own or use at least one device
Why don’t play games haven’t played any video games within the last month

I don't want to play any
50%
computer / video games

My parents won't let me 25%

Don't have time / at school 16%

They cost too much 9%

I've never come across
9%
any game that I like

Other 3%

98% of device owners / users who
Internet use of non gamers
don’t play games, do use the internet

They use the internet for...

School work 53%

Email 17%

Facebook 17%

Videos 17%

Chat 13%

Specific Websites 13%

Other 20%

Kids in America: iPads, iPhones, Facebook and Zynga gaming

Kids in America: iPads, iPhones, Facebook and Zynga gaming

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