When it Comes to Mobile Games, Women Play and Men Pay says Yankee Group; Survey Shows That 58% of Mobile Gamers Are Women

BOSTON--(BUSINESS WIRE)--July 1, 2004--Fifty-eight percent of U.S. mobile gamers are women, compared to 42 percent who are men, according to the recent Yankee Group U.S. Mobile Entertainment Survey. In addition, 29 percent of male mobile gamers purchased games compared to 17 percent of women.

"Our survey clearly disagrees with the common stereotype that men, especially young men, are the most ardent mobile gamers," said Michael Goodman, Yankee Group Media & Entertainment Strategies senior analyst. "The largest market may be getting the least attention in a space that's increasingly competitive. This could be important news for games manufacturers and other content providers making large investments in game design and marketing programs that target men and adolescent boys."

“In addition to competition between handset and PDA manufacturers, there's also competition from entrenched incumbents such as consumer electronics and PC manufacturers, which are much more familiar with entertainment applications and services.”

"As mobile devices evolve from communication and productivity tools into entertainment platforms they are dramatically expanding their competitive peer-set," continued Goodman. "In addition to competition between handset and PDA manufacturers, there's also competition from entrenched incumbents such as consumer electronics and PC manufacturers, which are much more familiar with entertainment applications and services."

The Yankee Group U.S. Mobile Entertainment Survey provides insight into U.S. consumer preferences and overall demand for mobile entertainment. The survey pays particular attention to consumer interest and willingness to pay for entertainment applications and services on mobile devices.

THE YANKEE GROUP (www.yankeegroup.com)

The Yankee Group is the global leader in communications & networking research and consulting. The company helps businesses understand the opportunities, risks and competitive pressures of developing, deploying and consuming products and services that drive communication or information exchange. Now in its fourth decade, the Yankee Group is based in Boston with offices throughout North America and Europe.