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In short: everyone. Nearly half of U.S. consumers play mobile games at least once a day.
There isn’t one “type” of mobile gamer — they range from kids to grandparents, male to female, and span all education levels and income brackets. If brands are not doing so already, they need to start looking to mobile gaming to reach a broad, engaged, and energized audience.
Last year, we discovered mobile gamers spanned every demographic imaginable. This year, we partnered with GlobalWebIndex to learn about the lives gamers lead and how they interact with their phones to get the most out of their leisure.
Inside the life of the mobile gamer
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63%
But what about their consumer habits?
We broke down how respondents spend their gaming time.
What they play
When they play
When they play
What they play
Who is the modern mobile gamer?
Why they play
Times have really changed…
How mobile gamers respond to ads on their phone
For better or worse, we’re all glued to our phones — and advertisers are scrambling for smartphone users’ attention. A major benefit of mobile ads is that the customer journey doesn’t always end after the ad is seen. Consumers can take a variety of actions immediately after seeing an ad.
Puzzle games
Why they play
All figures (unless noted otherwise) are drawn from GWI’s online research among U.S. internet users who are mobile gamers aged 16-64 via an online questionnaire. GWI only interviews respondents aged 16-64 and their figures are representative of the online populations of each market, not its total population. The survey garnered a total of 1,044 respondents in the U.S. over an eight-day period in Q2 2021.
+ Source
Hover below for stats
Okay, so who’s playing Puzzle and Word games?
Most mobile gamers remember seeing ads while playing. But do they interact with them?
Ads in
mobile games
Ads on mobile
(web and app)
Clicked on the ad
34%
On the website or in the app?
See what we learned
See what we learned
Mobile gamers still prefer seeing ads on websites but research shows a shift toward in-app ads.
Learn everything there is to know about the eclectic lifestyles of the mobile gamer.
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Back
Meet the gamers
Ad response
Dining habits
Online shopping
Fitness
Driving
Entertainment
42%
Word games
31%
Strategy games
53%
While
watching TV
48%
When
on a break
45%
In bed,
before sleep
64%
To pass time
63%
For fun
59%
To relax
65%
Collect food at a restaurant via curbside pickup
COVID-19 has shifted mobile gamers’ eating habits. Gamers do this more than they did before:
Okay, so who’s playing Puzzle and Word games?
Click to expand
Visited the brand’s website
24%
Used a search engine to
research the product/brand
22%
Ads in
mobile games
Clicked on the ad
32%
Visited the brand’s website
36%
Used a search engine to
research the product/brand
32%
Ads on mobile
(web and app)
Survey says: Yes. A lot.
Are mobile gamers dining out?
Eat out at restaurants
Eat fast food
Eat fast food
Never
23%
Not often
20%
At least
once a month
Eat out at restaurants
18%
At least once
every two weeks
But where are they more likely to buy something?
Websites still win out, but the margins are smaller.
So how do apps stand out?
Convenience — apps offer a quick and easy purchase process.
24%
At least
once a week
10%
More than
once a week
Order takeout on
an app or website
58%
Collect food at a restaurant via drive-through
53%
The pandemic played a huge role in accelerating the growing adoption of food orders through brand specific apps. Our bet? Those behaviors are here to stay.
Most of the adult respondents consume alcohol.
Hover below to see what gamers’ habits
45%
45%
And would gamers like anything to drink with that?
consume alcohol at least once a week
93%
93%
79%
of monthly drinkers spend between $11 and $81 on alcohol
79%
typically drink
at home
The year 2020 supercharged the consumer trend of shopping from smartphones.
To app, or not to app?
On the website or in the app?
Mobile gamers prefer seeing ads on websites.
But where are they more likely to buy something?
Websites still win out, but the margins are smaller.
So how do apps stand out?
Convenience — apps offer a quick and easy purchase process.
Okay, but how do advertisers reach these online shoppers?
Mobile gamers are more open to ads they see in the games they play most.
49%
Clothes
And what are they buying online?
39%
Food/
Grocery
44%
Personal Care Products
35%
Entertainment
42%
Household Essentials
35%
Gifts
33%
Mobile gamers who downloaded an app to make a purchase in the past month.
75%
Respondents who said the pandemic caused them to shop online more than before.
Puzzle
So which genres are most popular for gamers who are shopping online more?
Data shows they’re taking to apps for exercise and health like never before.
Do mobile gamers work out?
Mobile gamers
Average consumer
Average consumer
of mobile gamers track their exercise with an app
(like Fitbit or Google Fit)
40%
Mobile gamers
What about doctor visits?
1/5
Mobile gamers use apps to book in-person healthcare appointments, either on their smartphone or tablet.
Approx.
Five years ago, less than 1/10 of consumers used web, email,
or text to set up appointments. Most booked with a phone call.
The trend is clear: Online appointment scheduling will
become more prominent, as it saves time and money, and
better serves the younger client base.
19%
Compared to just
of average consumers
Do mobile gamers drive?
Ownership
Frequency
Frequency
Ownership
83%
Own one or more cars
Plan to purchase in the next year
11%
Don’t own or lease, and don’t plan to
9%
Read Professional Blogs/Articles
63%
How do mobile gamers use their devices while car shopping?
Hover below to see what gamers’ habits
Drive more than once
a week
75%
Drive at least once a week
11%
Never drive
7%
Seek General Info
51%
15%
40%
32%
11%
Watch Online Videos
Search Customer Reviews
Compare Prices
Customize and Configure
Search Local Availability
Book a Test Drive
Purchase
56%
44%
12%
38%
35%
12%
59%
43%
13%
35%
22%
8%
47%
38%
11%
18%
22%
5%
23%
18%
6%
The average U.S. adult spends more than two hours watching videos. But what content does that consist of?
As it turns out, mobile gamers cast a wide net. While YouTube snippets and TikTok loops are all the rave, gamers also love movies and TV. Even a year after the pandemic started, they crave longform entertainment that has become readily available from streaming services.
The digital video takeover is just beginning.
Mobile gamers play.
But do they also watch?
Okay, so who’s playing Puzzle and Word games?
Okay, so who’s playing Puzzle and Word games?
Click to expand
But do any gaming preferences align with movie preferences?
Mobile gamers still go to theaters
40%
Mobile gamers like watching movies online via streaming services
84%
Content watched online in the last month
Content watched online in the last month
What kinds of movies are mobile gamers into, exactly?
Short-form video, such as TikTok or YouTube
Movie
73%
62%
TV show
61%
But do any gaming preferences align with movie preferences?
More than 70% of superhero movie fans play puzzle games.
Adventure movie aficionados play the highest share of action games at 28%. Go figure!
40% of Fantasy and Sci Fi lovers dig strategy games.
85%
What kinds of movies are mobile gamers into, exactly?
Comedy
Drama
81%
Action
76%
Horror/Thriller
54%
Crime/Mystery/Noir
57%
64%
Word
45%
Strategy
33%
40%
App
60%
Website
There are often more coupons/
discounts exclusive to:
39%
App
61%
Website
Gamers are more confident sharing payment details on:
But where are they more likely to buy something?
34%
App
66%
Website
Less disruptive on:
36%
App
64%
Website
More relevant on:
On the website or in the app?
It’s faster to purchase/check out from:
39%
App
61%
Website
Gamers are more confident sharing payment details on:
So how do apps stand out?
50.2%
App
49.8%
Website
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4%
2%
Never
11%
Not often
14%
At least
once a month
16%
At least once
every two weeks
35%
At least
once a week
22%
More than
once a week
PC
Mobile
Tablet
PC
Mobile
Tablet
PC
Mobile
Tablet
PC
Mobile
Tablet
PC
Mobile
Tablet
PC
Mobile
Tablet
PC
Mobile
Tablet
PC
Mobile
Tablet
PC
Mobile
Tablet
40%
App
60%
Website
39%
App
61%
Website
Never
11%
Not often
14%
At least
once a month
16%
At least once
every two weeks
35%
At least
once a week
22%
More than
once a week
2%
Order takeout on
an app or website
Collect food at a restaurant via curbside pickup
Collect food at a restaurant via drive-through
45%
93%
79%
Puzzle
75%
Word
45%
Strategy
33%
40%
32%
11%
PC
Mobile
Tablet
56%
56%
12%
PC
Mobile
Tablet
38%
35%
12%
PC
Mobile
Tablet
59%
43%
13%
PC
Mobile
Tablet
35%
22%
8%
PC
Mobile
Tablet
47%
38%
11%
PC
Mobile
Tablet
18%
22%
5%
PC
Mobile
Tablet
23%
18%
6%
PC
Mobile
Tablet
Seek General Info
Read Professional Blogs/Articles
Search Customer Reviews
Watch Online Videos
Compare Prices
Customize and Configure
Search Local Availability
Book a Test Drive
Purchase
Mobile gamers still prefer seeing ads on websites but research shows a shift toward in-app ads.
On the website or in the app?
Websites still win out, but the margins are smaller.
But where are they more likely to buy something?
Convenience — apps offer a quick and easy purchase process.
So how do apps stand out?
Content watched online in the last month
What kinds of movies are mobile gamers into, exactly?
But do any gaming preferences align with movie preferences?