"Among these insights is the confirmation that the perception of who mobile gamers are (young, male, unmotivated, etc.) is completely wrong. The research shows a 50/50 split in gender and the ubiquity of mobile games among all age groups, not just young people. The survey shows that even those with significantly higher education and those in the upper echelons of household incomes are engaging with mobile games."
"This research couldn't come at a better time. Mobile gaming has seen a 62% uptick in time-spent since the Covid-19 lockdowns began in March and advertisers are starting to notice. Having a deeper understanding of mobile gaming users and their interests is critical as brands adjust their media plans to account for the massive increase in digital media consumption this year."
AdColony partnered with DISQO to survey 1,200 verified mobile users about mobile gaming behaviors, preferences, and sentiments. Mobile gamers are about evenly split by gender and play across all age groups, including prime working-age consumers. Mobile games attract users with higher education and high household incomes; 65% of consumers with $250k HHI play once or several times a day while only 29% of that group self-identify as "gamers". Mobile gaming time-spent rose 62% since COVID-19 lockdowns began in March. Mobile gaming now influences advertisers' media planning as digital consumption increases.
Read at The Drum
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