37% of U.S. Adults Download Mobile Game Apps

Prosper Insight Data shows that 37% of all U.S. adults are using mobile game app downloads. While men make up 57% of the traditional video game audience, in the mobile world, 56% of the players are female. About 46% of the traditional video game audience is under age 35. The mobile audience is slightly older. 42% are under age 35, but 23% are between the ages of 35 and 44. The Prosper data shows that 74% of male gamers play video games during the week while only 49% of female gamers do. Women may make up more of the mobile game audience, but analysts say the dedicated players are mostly male.

These consumers may also represent the leading edge of tech. When compared to all U.S. adults, mobile gamers show their consistent preferences for all things mobile. For example, nearly 52% of gamers say their Android smartphone is their ‘goto’ device. Only 34% of all adults feel the same way. As gamers spend less time with their traditional desktop computers, it will become more important for marketers to connect with them through their mobile devices.

As much as mobile gamers enjoy their smartphones and engage in activities like showrooming, 19% end up regularly buying the item from the store they are in. Another 28% price compare and go to a different store to buy the item.

Online game players, as tracked by AudienceSCAN, are far more likely than average to support companies that sponsor a favorite sports team or athlete. At least 63% of this audience also prefers to shop at a local business when price and product are the same. The key to reaching these consumers is to advertise in the media they read. Not surprisingly, online game players are 33% more likely than average consumers to have started an online search in the past year after seeing a mobile ad or text message. Marketers may also want to know that these audience members over-​index in their intent to purchase perfume/​cologne and candy or chocolate in the next year.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.