When you step back to think about it, gaming apps make up a huge part of the mobile ecosystem. According to a report published by the app analytics firm App Annie, mobile games account for 66% of global app revenue, a percentage that comes out to nearly $46 billion. Meanwhile, eMarketer reports that the average U.S. adult spends 23 minutes playing mobile games each day, more than twice as much time as they spend inside chat apps.
Yet for all of mobile gaming's significance to the app economy, it's sometimes overlooked by advertisers and industry observers. In large part, this oversight stems from the misconception that mobile gamers are a niche audience, made up of obsessive young men who do little else in their free time.
In fact, this stereotype couldn't be further from the truth. Mobile gamers make up a much more representative sample of society than you'd expect, and their growing numbers make them an audience that video advertisers would do well to keep an eye on. Here are three things you need to know about mobile gamers:1. They Aren't Just Teenage Boys
While many of us associate video games with pimply-faced teenage boys, the truth is that mobile gaming apps are enjoyed by just about everyone. According to eMarketer, 192 million Americans will play mobile games at least once a month by the end of this year — nearly 59% of the population.
The demographics of these users may surprise you. Nielsen reports that more than half of women aged 13 and older play mobile games, and this female user base is growing at a faster rate than the male user base. And while it's true that mobile gaming penetration was greatest among 13-17 year-olds, Nielsen found that more than 60% of Americans play mobile games in the 18-24, 25-34, and 35-44 age brackets.2. They're All Over The World
Of course, mobile gaming isn't just something that's popular in the U.S. — it's a global phenomenon, especially in the crucial emerging markets of China and India.
In China, smartphones have become the nation's primary gaming device. In 2016, mobile accounted for more than half of all Chinese video game revenues for the first time ever.
Meanwhile, India's mobile gaming user base is growing rapidly, with particularly fascinating demographic splits. According to research from the gaming business intelligence firm NewZoo, Indian women spend more time playing than Indian men, and the biggest age group is 36-55 year-olds.3. They Like Video Ads
Last, but not least, the mobile gaming audience is highly amenable to video ads. According to research conducted by Unity Technologies, 46% of U.S. mobile gamers say rewarded video is the advertising format they most prefer, making it the most popular format among those surveyed.
For advertisers, this presents a great opportunity to not only engage gamers with the sight, sound, and motion of video, but also to create a positive branding experience by giving the player extra lives.
Tremor Video is dedicated to helping advertisers reach new audiences across the digital ecosystem. Learn more about how we're empowering brands to connect with second-screen TV viewers.