Gaming now tween girls' third favourite pastime after using the internet and watching TV.
More tween girls are accessing brands and playing games online than ever before, with UK monthly active users growing to 2.5 million.
This is up 56 per cent year-on-year from 1.6 million.
Data from Newzoo shows that in the US, UK and France, tween girls listed online gaming as their third favourite pastime, after browsing the internet and watching TV. A quarter of their time is spent gaming, according to the research.
Online social gaming platform provider Spil Games says the data correlates closely with the player behaviour it sees on the GirlsGoGames website.
Average time on site increased 31 per cent year-on-year, from 35 minutes to 46 minutes per month.
Most tween girls play online on a Saturday at 5pm, according to the research.
Peter Warman, CEO of Newzoo, said: “The global tween gaming market has been underestimated for a long time. Despite this, gaming has become a favourite form of entertainment for these girls, and they’re responding strongly to gaming content that reflects their interests.”
Spil Games chief marketing officer Oscar Diele added: “It’s great to read more and more fact-based evidence of the importance of gaming to the tween girl demographic.”
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