Metric: Women under-served by mobile games

According to the latest survey from M:Metrics, mobile game play among women and men is roughly equal, with 32 percent of females and 34 percent of males saying that they play mobile games. Males, however, are twice as likely to download a mobile game than females. M:Metrics claims that although 67 percent of mobile game downloaders are men, women represent 46 percent of subscribers who download mobile content across all categories. Women are equally likely to pay for gender-neutral content, such as ringtones. In fact, nearly half (48.9 percent) of survey respondents who downloaded ringtones were women. The study postulates that women are under-served by most mobile game content, and if carriers launched more content-neutral games, like puzzle games, they would likely boost their overall mobile game downloads.

For more on the latest M:Metrics study:
- check out this press release