The China Internet Network Information Center (CNNIC) has released its 2010 China Browser Game Survey Report, showing that as of April 2010, China had 105 mln browser game users, including 92.09 mln social game users, 23.84 mln massively multiplayer online (MMO) browser game users, and 37.91 mln single-player browser game players, with some user overlap between all three categories.
The report said that, at a usage rate of 87.7%, social games possess significant commercial potential due to user tolerance towards advertising. CNNIC reported that 71.3% of social game users are exposed to in-game advertisements, of whom 2.2% said they would purchase goods advertised. The report also showed that social games can help boost stickiness of social networking sites. When asked whether they would leave a social networking site if it lacked games, 27.4% of respondents said "definitely" and 45% said "maybe."
According to the report, as of April 2010, 44.3% of MMO browser game users pay gaming fees or purchase virtual items. 60.9% of MMO browser game users have been playing browser games for three years or more. The report also says that over half of all users change games every three months or less, including 29.4% of users who change games every month or less, with MMO browser game users changing at comparatively faster pace compared to other gamers.
As of April 2010, the number of single-player browser game users that have played for 6 months or less was comparatively higher than social game and MMO browser game users. The report also states that the major source of income from single-player games is advertising.