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New research shows younger skew for mobile games

16-24 year old audience is vital for wireless sector, says Glu research

A new study of mobile gaming habits in the UK, commissioned by publisher Glu Mobile, has shown that players of mobile games are generally younger than their console gaming counterparts, with the 16-24 demographic being the core market.

The study, which interviewed 1,000 UK consumers aged 16 and over, showed that 16 per cent of adults regularly play games on their phones, a figure which rises to 29 per cent among the 16 to 24 age group.

Only 5.8 per cent of those surveyed had ever purchased a mobile phone game, but 19 per cent in the 16 to 24 bracket had done so - double the number of those in the 25 to 34 demographic who have tried buying a game.

"The image of the classic game as 18 to 35 and predominantly male is a myth for mobile," commented Glu's EMEA managing director, Kristian Segerstrale. "In truth, mobile games are much younger and just as many women as men play on their phone."

"The mobile games industry needs to sharpen its marketing focus to reflect these trends if we are to continue growing the audience for rich and exciting mobile entertainment content," he concluded.

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