Mobile Games Have Gone Mainstream, Enabling Brands to Reach Every Major Demographic in the U.S.

May 16, 2019


Consumers from every walk of life play mobile games: young and old, male and female, urban and rural. They play mobile games several times a day, for many hours a week. A vast majority (87%) have been playing mobile games for more than two years. Mobile games have in fact become so ingrained into their daily lives that most consumers—69%—say they would rather give up social networking or television than mobile gaming, according to new research in the Modern Mobile Gamer Personas 2019 report, published by Tapjoy, the Maximum Impact Platform for mobile advertisers and app developers.

The rise of mobile gaming among U.S. audiences has created a wealth of opportunities for brands and advertisers looking to reach just about any demographic. Tapjoy’s third edition Modern Mobile Gamer Personas report found that more consumers say they are likely to pay attention to advertisements in mobile games (41%) than more traditional ad placements on the Internet (17%), in magazines (15%), on billboards (15%) or other mediums. Meanwhile, consumers tend to view most forms of digital advertising as annoying and intrusive, whereas those who play mobile games tend to understand the role ads play in allowing games to be free, and many (72%) say they actually like interacting with ads in exchange for in-app currency or premium content.

Another sign that mobile games have gone mainstream, 60% of people who play mobile games now openly identify as a “gamer,” up 27% from Tapjoy’s previous survey in September 2016. Back then, two-thirds of respondents did not identify as gamers despite the fact that many of them played mobile games several times a week.

Other findings from Tapjoy’s latest Modern Mobile Gamer Personas report include:

  • 63% of mobile gamers are women, 28% are men, and nine percent prefer not to say which gender they most identify with
  • 54% of mobile gamers are parents
  • 74% of mobile gamers open a gaming app at least three times per day; 43% open a mobile gaming app between 5-10 times or more a day
  • A majority of mobile gamers (54%) play for at least one hour every day
  • Puzzle, Strategy and Role Playing Games are the most popular categories

Tapjoy’s Modern Mobile Gamer Personas report takes a deep dive into three major market segments that emerged from the study’s findings—Millennials, Parents, and High-Income Earners -- taking a close look at their persona demographics, gaming habits, and overall mobile app usage.

The report features research conducted with 18,442 respondents in the U.S. ages 18 and above, from surveys conducted in February and March, 2019.


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