Consumers are spending more time on their smartphones than ever before, with Android users surpassing the 2.5 billion hours mark in the first half of 2023. This information comes from mobile analysts Data.ai, who observed a significant increase in phone usage. Although the data does not provide a breakdown of time spent by category, it still offers valuable insights.
Regional Growth in Phone Usage
The Asia Pacific (APAC) region experienced the most significant growth in hours spent on smartphones, with India leading the way at a 26% increase from the first half of 2021. Following closely, Thailand saw an 18% rise, while Indonesia came in third place with a 16% growth rate. Despite slower growth at 13%, mega-markets like China continue to amass massive hours of phone usage. Interestingly, Indian mobile users seem to be more engaged with their devices compared to their Chinese counterparts.
When it comes to iOS and Android app downloads, India, the US, and Brazil are the top countries. However, Data.ai notes that these markets have experienced flat growth in recent years.
The Impact on Gaming
Notably, Data.ai highlights the meteoric success of Honkai: Star Rail, the follow-up game by MiHoYo to their popular release, Genshin Impact. Honkai has garnered high download numbers, reflecting its breakout hit status in the first half of 2023. Scopely’s Monopoly GO is another game that gained attention, capturing 40% of its downloads in Europe. The game reached the number one spot in Italy, and the second position in both the UK and France.
The Implications for the Gaming Industry
This increase in time spent on smartphones is excellent news for the gaming industry. More phone usage naturally leads to players spending more time in games. Additionally, non-players are now being exposed to gaming-related advertising and social media content, increasing their likelihood of being drawn towards games.
However, there is a unique challenge in India. Despite having a highly-engaged and densely populated audience, developers and publishers struggle to monetize them effectively, unlike the successes achieved in Japan and China.
Honkai: Star Rail’s significance cannot be overstated. While NetEase and Tencent continue their dominance in China and overseas, MiHoYo is carving its own path. Star Rail has even surpassed its predecessor, Genshin Impact, in terms of revenue, making it a noteworthy success story.