Research firm M:Metrics has released the results of a wide ranging survey into mobile game playing and downloading habits amongst Americans and Europeans. The results list pricing, choice and lack of interest as the primary reasons mobile phone users did not purchase another game (after an initial play or purchase).

M:Metrics found that 4.2 percent of U.K., 2.5 percent of German and 2.7 percent of U.S. mobile subscribers downloaded a game in March, a figure that has remained relatively constant month over month across all geographies. The firm's findings suggest that games purchases are directly tied to handset purchases, and fluctuate in relation to the device sales cycle. A significant portion-as much as 30 percent-of those who downloaded games in the month were first-time game downloaders. The rate at which new subscribers are being drawn into the market is relatively low, with between 0.5 percent and 0.8 percent of mobile subscribers downloading their first mobile game in the month. The level of repeat purchase is between 20 percent and 30 percent of the universe of downloaded games players.

"This data shows that operators must do a better job at converting those that played a mobile game into a player of downloaded games," said Seamus McAteer, chief product architect and senior analyst, M:Metrics. "There is no shortage of new titles being launched on operator portals, many offering innovative game play and superior production value, but these do not appear to be resonating with consumers. Subscribers that had played a downloaded title cite the pricing, lack of interest and selection as reasons they did not purchase another title in the month of March."

The research also shows that during March 2006, almost 23% of German subscribers, 32% of UK subscribers and just over 24% of US subscribers played a mobile game.