An unprecedented number of online Australians 18+ joined the search for Pokémon with close to one-in-three (30%) engaging with the Pokémon Go app during July via mobile devices.
The augmented reality app entered the market in July with a unique audience figure of 4.9 million*, the highest of any mobile gaming app in the Australian gaming market during that month - more than triple the audience of the next biggest mobile gaming app (Words with Friends).
It’s astounding to see just how enthusiastic Australians were to embrace this digital phenomenon. We’ve never seen a mobile app enter the market with such a large response rate in a very short time.
The Pokémon Go app was the 12th most used overall mobile application in the Australian market based on unique audience and second only to the Facebook app in terms of total minutes spent engaging with an app.
Online Australians spent a total of 3 billion minutes engaging with the Pokémon Go app via a mobile device during July 2016 – equating to over 10 hours per person searching for Pokémon.
As expected, Pokémon Go is popular among younger players, however our research found that close to half (47%) of all online Australians 18+ who engaged with the app are 35 or older. And, there were more female players in all age groups, with this being especially true in the 35+ age group.
*Source: Nielsen Digital Ratings (Monthly), July 2016, People 18+