SINGAPORE – The Pokémon Go craze may have abated but the free-to-play,
location-based augmented reality game on handheld devices has left a lasting
Even the uninitiated took the trouble to get to know of Pokemon, the
fictional creatures that players seek using a smartphone app at real-world
Rolled out in July 2016 by Niantic Inc, it witnessed a strong following with
many trying to download the game even before its official launch.
YouGov, the global market research firm, polled 10,808 online consumers
across Asia Pacific (APAC) to investigate how popular the game was and how the
game changed the social behaviour of people who play it.
According to the poll, majority of APAC respondents have heard of Pokémon Go
and found the concept interesting.
The game made the Pokemon character more popular. 88 percent of the
respondents across the region have heard of Pokémon Go, with highest awareness
levels in Hong Kong (97 percent) and Indonesia (97 percent), and the lowest in
China (57 percent).
Less than two in five of respondents (37 percent) were Pokémon fans before
the launch of the game, now seven out of 10 respondents (69 percent) in APAC
know of Pokemon.
DELAYED LAUNCH TRIGGERS MORE INTEREST IN POKÉMON GO?
Half of the APAC respondents tried to download the game even before its
In APAC countries except Australia, where the game was launched much
earlier, almost half of respondents (49 percent) tried to download the game
before the game was officially launched in their respective countries.
One third of Pokémon Go players spent 30 minutes to an hour a day playing
the game on average.
Looking at the impact of Pokémon Go on the players’ social behaviour and
daily lives, 56 percent of those who have downloaded the game put the app icon
on the first screen of their smartphones.
Over half of them (52 percent) have played one to three times in the past
24 hours, and around one third of respondents (33 percent) spent 30 minutes to
an hour per day playing game.
POKÉMON GO ENCOURAGES OTHER SOCIAL MEDIA USE?
About 44 percent said playing Pokémon Go made them use other social media
more often as they wanted to share their progress on the game with others
Almost half of the players (48 percent) said they would still spend the same
amount of time playing this game once they understood the game better.
However, 7.0 percent of respondents have stopped playing the game already.
Within this group, one in three (36 percent) think it’s too time consuming
and they do not have enough time to play.
About half this number (18 percent) said they did not find it interesting at
all, and 8.0 percent said they did not know how to play Pokemon Go.
FLASH IN THE PAN?
Augmented Reality: the combination of virtual and real worlds is a key
reason for the Pokémon Go craze.
Almost 80 percent of the respondents found the combination of virtual and
real world made Pokémon Go fun to play.
Half of respondents (50 percent) think the game is interesting because they
can have fun gaming and being outdoors at the same time.
About one third of the respondents (34 percent) liked the game as it allowed
them to socialise over the net.
For 28 percent of the respondents, they always loved Pokémon and this game
added their fondness for the character.
Meanwhile, among the 31 percent of the respondents who did not find the game
interesting, almost half (47 percent) said they did not see any reason for the
hype over the game.
Just over one in five (22 percent) of respondents said they have privacy and
security concern as the mobile game needs to use their camera and geolocation
YouGov, an independent, publicly listed global insights agency, is one of
the most recognised and quoted names in research across UK, Europe and North
America. It is expanding quickly throughout Asia Pacific.