LONDON: Pokémon Go, the augmented reality game that is becoming a worldwide phenomenon, was launched in the UK on 14 July and already 6.1m British adults have downloaded the app, according to a new study.

What's more, 87% of those who have installed the game on their smart devices are still using it, having played it within the previous week. That is the equivalent of 5.3m British adults.

These are some of the headline findings from research firm YouGov, which reached its conclusions based on more than 25,000 interviews.

With engagement levels so high, YouGov suggested that Pokémon Go is far from being a "flash in the pan" and that it offers big opportunities for brands that are popular among players.

For example, YouGov said many players are customers of Kinder, the European confectioner, and it suggested the company could link Pokémon to the gift in its famous chocolate egg.

Cinema chains also feature heavily in players' top brands and the report advised that they could boost their profiles and increase footfall through brand tie-ups and smart marketing.

But brand marketers will need to be innovative when trying to reach these consumers, the report warned, adding that marketers should not assume the game is popular only among the young. Fully a third (33%) of players are aged over 35, YouGov found, although 66% are aged 18-34.

"It is a mistake to think that this is just a fad for young people," the report said. "A lot of players are over 35 and this represents a completely different marketing proposition to brands wanting to partner with this type of augmented reality app.

"Crucially the people playing this game can be easily bored meaning that developers will need to innovate and push out new features if they are to keep up interest levels."

Also of note for marketers, YouGov found that 16% of British Pokémon Go players have spent money on in-app purchases since the game launched in the country.

Around 600,000 players have paid between 80p and £14.99, about 250,000 have spent in excess of £15, while only a minority of 111,000 paid the smallest available payment of 79p for the minimum purchase amount of 100 Pokécoins.

Data sourced from YouGov; additional data by Warc staff