63% of Kids Game on Mobile Devices

Kids Move Away From Home Computers For Gaming In Droves. According to Kids and Gaming 2015, the latest report from The NPD Group, mobile devices are now most used for gaming among kids ages 2–17 (63%). This shift has occurred as now only 45% of kids ages 2–17 are gaming on a home computer, down 22 percentage points since 2013. This decline is seen among all of the kids‰Ûª age groups, but is most pronounced among those ages 2–5.

Consoles saw a decrease in gaming as well, though not nearly to the magnitude experienced on the computer. Despite a continuing decline in gameplay on portable platforms, the device remains popular among the 9–11 age group (41%).

‰ÛÏThe largest and most surprising shift in the 2015 gaming ecosystem was kids‰Ûª move away from the computer,‰Û said Liam Callahan, industry analyst, The NPD Group. ‰ÛÏIn the past, the computer was considered the entry point for gaming for most kids, but the game has changed now that mobile has moved into that position.åÊ This may be related to a change in the behavior of parents that are likely utilizing mobile devices for tasks that were once reserved for computers.‰Û

Interestingly, while the declines in computers and consoles made mobile devices the number one type of device for gaming among children this year, the incidence of mobile gaming remained steady compared to 2013. What did change, however, was kids‰Ûª engagement and time spent on these devices.

When asked about time spent on their gaming devices now compared to a year ago, many similar patterns emerge. Mobile devices continue to gain ground with 41% saying that they are spending more time on these devices than a year ago, and the average time spent per week climbing to 6 hours.

Meanwhile, even though time spent on consoles is flat, with equal portions of players playing more and less, gaming on eighth generation consoles is on the rise. Among the seventh generation consoles, players are much more likely to state that their play time has diminished compared to a year ago.

‰ÛÏWhile overall gaming incidence rates have remained high, shifts in consumer behavior ‰ÛÒ things like growth in time spent gaming ‰ÛÒ are surprising changes,‰Û said Callahan. ‰ÛÏThis type of insight is invaluable to anyone engaged in marketing video games to kids.‰Û

Average Dollar Amount Spent in the Past Three Months

Physical games continue to command the highest average spend, with average spending holding steady at $27. The amount of money spent on digital games was $13, rising by an average of $5.åÊ Regardless of age and gender, spending on physical games is twice that of digital game spending.

Across all areas of spending, boys are most likely to be spending the most, $54 on average compared to $36 for girl gamers.åÊ Interestingly, while girls are more likely to game on their mobile device, average spending on gaming apps is the same for boys and girls.

Two out of every 10 gamers indicated they are spending more on games and microtransactions than they were a year ago; the dollar spend on physical console games is roughly three times more than any other device, while the proportion of spend for digital games and microtransactions remains relatively unchanged.

With more and more gamers going mobile, the chances of them seeing your ads are looking better and better. Think about targeting the Video Gamers audience next time. AudienceSCAN found 43.5% of Video Gamers are female. 47% use Android phones. You should know that 27% of gamers ordered food via mobile devices in the past 6 months. And 24.5% took action after receiving mobile smartphone app ads or text message ads in the past month. Another 47% of gamers responded to Internet banner ads in the past 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 inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.