• by Jack Loechner , Staff Writer @mp_research, December 2, 2011

The results of a survey, updating a 2010 report targeting social video gamers in the U.S. and U.K by PopCap Games, found that 118.5 million people now play social games at least once a week, up 71%. Among other results in the new survey, players are now significantly more likely to spend real-world money to buy content within social games, with 31 million players having purchased in-game currency, up 86%. The social game sector is anticipated to generate $5 billion by 2015 according to market research firm Parks and Associates.

Reporting on play habits, attitudes and regional/demographic differences among social gamers who represent the fastest-growing segment of the video game industry, 35 million people who now play social games are new to the category since 2010. 17% percent of people who play social games regularly are new to gaming altogether, having never previously played a video game, representing 20 million new gaming consumers.

While the average age of social gamers has gone down from 43 to 39, the average first time new social gamer is a 50+ year-old woman.

Fun and excitement, competitive spirit, and stress relief continue to be the top three reasons people play social games. One-third also like the mental workout, while one-fourth play because they like the sense of accomplishment or connecting with others in their social network. Avid social gamers are more interested in the competitive aspects of social games.

Social gamers spend more than half (56%) of their time on social networking sites playing games, with 39% of the time spent playing social games with others. In addition to playing games, social gamers chat/message with friends and post/read comments. As expected, Avid social game players dedicate more of their time on social networks to playing games, especially social games.

Ads promoting games on social networking sites and word of mouth, including a recommendation from friend, relative, colleague, or receipt of an alert from an online friend are the primary ways Internet users hear about new social games. One-third hear about new games from online searches. Avid social game players rely primarily on ads on social networking sites and alerts from online friends. Social gamers in the US receive direct recommendations more often than those in the UK.

Research Highlights:

Significantly more people in both the US and UK are playing social games now compared to January 2010 (41% vs. 24%).

• This equates to a 71% increase or nearly 120 million people playing social games

Social gaming continues to grow in terms of frequency and hours per week played.

• The number of Avid social game players (those who play at least six hours a week) more than doubled from 7% to 15%
• Two-thirds or 81 million people play at least once a day, while 41% or 49 million people play multiple times a day
• 42% said their social gameplay has increased over the past three months

Desktop and laptop computers continue to be the primary device used when playing social games but use of game consoles and handheld devices (mobile phones and tablets) is increasing.

30% or 35 million people are considered new to the category, playing for the first time in the past year.

Social gaming is slower to catch on in the UK, with 38% having played for two or more years compared to 51% in the US.

17% of current social gamers are “new game players” who have not played games on other platforms prior to trying social games.

• These new gamers, the majority of whom are 50+ year-old females, play social games less often than veteran gamers and are less likely to purchase virtual gifts

The number of social gamers who purchased virtual currency with real- world money increased sharply compared to January 2010 (26% vs. 14%). This equates to a 86% increase and 31 million people.

• The likelihood of social gamers to purchase virtual items in the future increased
• Avid social game players earn/spend, purchase and give more virtual currency and are more likely to purchase virtual items in the future.
• Males are more likely to purchase virtual currency

More people between the ages of 18 – 29 are playing social games and, as a result, the average age of a social game player has declined from 43 to 39 years.

Ads promoting games on social networking sites and word of mouth (recommendation from friend, relative, colleague or receipt of an alert from an online friend) continue to be primary ways Internet users hear about new social games.

The average number of social games played increased, with current social gamers playing an average of 7.8 different social games compared to 6.1 in January 2010. Avid social gamers have played an average of 11.4 social games.

Based upon weekly gameplay, FarmVille and Bejeweled Blitz continue to be two of the most popular social games in both the US and UK, followed by Mafia Wars.

While the majority (82%) have never used a hack, bot or cheat to gain an advantage in a social game, 8% use them regularly or occasionally.

In 19 cases out of 20, the results will differ by no more than 2.5 percentage points from what would have been obtained by seeking out and polling all U.S. and U.K. Internet users age 18 and over, acknowledges the report.

Please visit here for the complete PDF file from PopGames including proprietary detailed charts and graphs.