Gaming statistics need a date, country, platform and research method to carry meaning. Test the choice described in “Spending and Usage Habits Among the Mobile Gaming Audience” against current terms and your own measurements. Treat older figures as historical context and find recent source data before making audience or budget decisions.
Mobile games use different distribution and revenue models from many console or computer games. Returns depend on retention, country, platform, in-app purchases and acquisition costs. The figures in this article mainly describe the market around 2020.
Spending habits of mobile gamers
Access to mobile games is very different to traditional games and this is reflected in general spending habits. The term ‘freemium’ was coined for mobile games and refers to games that are free to play, but with additional paid content, features and boosts.
Since apps are all typically downloaded from an official app store, consumers have virtually unlimited options and it’s very hard to get noticed. This has led to mobile gaming apps typically being free at point of purchase – it’s very unusual to charge upfront for a mobile gaming app.
Mobile apps instead feature in-game currencies you can purchase with real money. These purchases typically help the player accelerate progress in the game or offer them spins at a loot box or gacha-style collection system. Most games rely on what are called ‘whales’. The majority of your player base will either not buy anything or not spend much, but a few individuals (‘whales’) will spend significant sums of money on your app. Some famous apps like Fortnite and Pokémon Go bring in over $1m in daily revenue.
Usage habits of mobile gamers
Surprisingly, only 8% of mobile gamers are teenagers. In fact, 55% of mobile gamers are around 55 years old. This means mobile gamers typically have more disposable income, but it also affects the type of apps they play and how. Puzzle games are particularly popular and most people play games daily, but for short periods of time under an hour or less. ‘Pick up and play’ is particularly prominent on mobile game apps, so factoring in mobile app play preferences to cater to your audience is important, balancing hourly and daily gameplay elements.
Measure current player behaviour
The figures in this article reflect its original publication period. For a current decision, segment players by country, platform, acquisition channel and cohort. Track retention, conversion, revenue per paying user, refunds and acquisition cost. Market averages cannot replace data from your own game.
Make audience data comparable
Check who formed the sample and whether spending, play time or reach was measured per user or household. Compare the same age groups and devices. Combine market research with campaign or community data so that a broad average does not replace a decision about a specific audience.
