April 29, 2013 09:00 ET

Video Gaming on Tablets Gains Popularity, Complements Other Devices, According to GfK MRI

GfK MRI iPanel™ Survey Highlights Most Popular Games and Platforms

NEW YORK, NY--(Marketwired - Apr 29, 2013) - Half of U.S. adult tablet owners played a video game on their device in the last 30 days. Tablet owners were more likely to play video games on a tablet than on any other device including smartphones, according to the latest data release from the GfK MRI iPanel.

Among adult tablet owners, 43% played a game on a cell or smartphone and 33% played on a desktop computer. Only 31% of tablet owners played a game on a video game console and just 11% did so on a handheld gaming device.

Other gaming platforms used by the iPanel respondents were laptop computers, at 32%, and MP3 players at 12%.

The most popular game genres were, in order: puzzles (54% of tablet gamers); word games (42%); card/board games (41%), arcade games (30%) and action/adventure (26%).

The latest iPanel survey consisted of approximately 1,000 tablet owners and was fielded from November 20 to December 3 of 2012.

The findings show that men tablet gamers prefer, in order: puzzles, card/board games, action/adventure, word and arcade games. Women's choices are puzzles, word games, card/board games, arcade and trivia.

Four of the top 10 most-played games that we measured were variations of Angry Birds.

"Tablets have moved into the video gaming space in a big way," said Risa Becker, SVP, Research Operations, at GfK MRI. "And gamers are generally open to advertising. Most say they don't mind seeing advertising in their games as long as the games are free. While almost half enjoy seeing brand names and familiar products within the games they play."

Please Note: GfK MRI has additional information on the app behavior of Tablet users. Click here to access a short video that shares additional insights, and visit the Digital Intelligence section of

About GfK MRI

GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer®, GfK MRI interviews approximately 26,000 U.S. adults in person each year. In face-to-face interviews and written surveys, consumers are asked about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because the Survey of the American Consumer is structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information.

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. GfK is one of the world's largest research companies, with more than 12,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK's sales amounted to EUR 1.51 billion.

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