Feb. 24, 2014 13:30 UTC

Mobile Gaming’s Biggest Spenders are Adults 25 to 39; Middle Aged Women Still Dominate Mobile Gaming

PlayPhone Survey Reveals Significant Viral Potential for Game Invites Via Mobile Messenger Apps

Mobile World Congress 2014

BARCELONA, Spain--(BUSINESS WIRE)-- Mobile World Congress – PlayPhone’s Mobile Gaming Chronicles, a fresh and sweeping new look at today’s mobile gamers, reveal that the biggest revenue opportunity for mobile gaming monetization is among adults 25 to 39 years old. In contrast, the majority of today’s mobile gamers are middle-aged, Caucasian, high school-educated women who play in their living rooms and bedrooms in the evening.

In the spirit of redefining how the industry understands and courts mobile gamers, PlayPhone evaluated mobile gaming behaviors of more than 1,000 U.S. male and female adult respondents. The overall survey objective was to understand motivations for today’s mobile gamers as part of the company’s ongoing efforts to provide a superior mobile gaming experience and to refine what is already an industry-leading recommendation engine.

First and foremost, women comprise 68 percent of mobile gamers. Among the women gamers who play on a smartphone or tablet for at least one hour per day:

  • 71 percent are Caucasian
  • 62 percent are married
  • 46 percent are between 40 and 64 years old
  • 36 percent are between 40 and 54 years old
  • 61 percent play at home in their living room
  • 49 percent play at home in their bedroom
  • 31 percent play in the evening
  • 37 percent report high school as the highest education they’ve completed. This is the largest single educational segment, followed by 22 percent reporting two-year college and 19 percent reporting four-year college.

Equally of note, 71 percent of women respondents find iTunes’ and Google Play Games’ recommendations only somewhat accurate, setting the stage for PlayPhone’s enhanced targeting capabilities.

Even more telling, the survey revealed that the respondents willing to pay the most for in-game features (more than $10) are adults between the ages of 25 and 39:

  • 64 percent of the biggest spenders are between 25 and 39
  • 48 percent of the biggest spenders are between 30 and 39

In contrast, 54 percent of middle aged gamers (aged 40-64) report rarely paying more than $10 for in-game features, and 60 percent of middle-aged gamers say they never do.

In addition, data revealed that 50 percent of heavy gamers (respondents who play more than 3 hours a week) have been invited to play games via a messenger service; and 47 percent stated they are likely to download a game if they received a messenger invite.

“While the mobile gaming industry is aware of its generally broad customer base that skews toward women, PlayPhone’s Mobile Gaming Chronicles have achieved a rare glimpse into who is likeliest to spend money for a better mobile gaming experience,” said Anders Evju, PlayPhone’s CMO. “And the opportunity for messenger apps to be a platform for mobile gaming is huge.”

Finally, the survey also found that 72 percent of respondents are uncomfortable entering credit card information directly into an app.

“The above stat makes PlayPhone’s business model all the more compelling for members of the mobile gaming ecosystem,” Evju continued. “PlayPhone’s direct carrier billing does not require customers to enter credit card information into their devices, making it easier for developers and operators to monetize services. PlayPhone looks forward to sharing even more mobile gaming insights as we interpret and release more data from our Mobile Gaming Chronicles.”

For more information on PlayPhone, visit playphone.com, on Facebook visit http://www.facebook.com/playphonegames, or follow us on Twitter @playphone.


PlayPhone, Inc.
Jeremy Crittenden
[email protected]

Source: PlayPhone