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Survey Shows Mobile Gamers Younger, Wealthier, More Female Than U.S. Population
Survey Shows Mobile Gamers Younger, Wealthier, More Female Than U.S. Population
February 23, 2011 | By Kyle Orland

February 23, 2011 | By Kyle Orland
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A new analysis of the mobile gaming market shows the segment includes gamers that are younger, wealthier, better educated and more likely to be female than the U.S. population as a whole.

Mobile marketing and analysis firm Flurry estimates that 26 million of the 250 million unique iOS and Android users out there are "mobile social gamers," and that these gamers play an average of 25 minutes a day in over 111 million distinct gaming sessions.

Flurry interviewed 60,000 mobile gamers for their latest study, and found those in the United States had an average household income of $66,100, a full 53 percent higher than that for the country as a whole.

Furthermore, a full 61 percent of mobile social gamers have at least a bachelor's degree, compared to 28 percent of the entire country, according to U.S. Census figures. Racially, Asians are overrepresented among mobile gamers while Hispanics and Blacks are underrepresented, compared to the population.

Worldwide, the average mobile gamer is 28 years old, or six years younger than the average age for gamers as a whole reported by the ESA. Mobile gamers are overwhelmingly concentrated in the 18-44 year old age range coveted by advertisers, with a minuscule proportion in the 45 and older age group.

Mobile gamers were also slightly more female than the world population as a whole, with 53 percent of the market represented by women. By contrast, the ESA estimates only 40 percent of gamers overall are female.

"The video game industry is transitioning from an era of hardcore male gamers who have dominated the landscape, to more mass-market usage across mobile social games," the firm writes. "18 – 34 year old males are being supplanted as the most attractive segment to target by big brands and agencies."


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Comments


Sting Newman
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Truth is the mobile market sucks, the games you can get are not 'must haves' most of the time. I was thoroughly underwhelmed by the DS over the gameboy advance, I still got my GBA and I only play those games when I find myself stuck somewhere on the go.

Carlo Delallana
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The article or results of the study have more information for advertisers than the people who will actually make games for this audience.



"Mobile gamers are overwhelmingly concentrated in the 18-44 year old age range coveted by advertisers, with a minuscule proportion in the 45 and older age group"



Again, great information if you are an advertiser, but as a game designer I would love to have a more meaningful analysis on the gamers habits and other external factors they consider when purchasing games on mobile.

Kyle Orland
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Mobile games are increasingly fueled by third-party advertising and by marketing virtual goods directly to players. I hate to tell you this, but if you want to be paid as a mobile game designer these days, you need to pay attention to your market and explicitly selling to them.

Carlo Delallana
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Now combine the Flurry report with this fascinating insight on Millennial behaviors and characteristics...



http://pewresearch.org/pubs/1501/millennials-new-survey-generatio
nal-personality-upbeat-open-new-ideas-technology-bound



...then we're on to some more meaty bits of information that content creators can really chew on.



There's plenty of cross-over between the core demo identified in the Flurry study and the PEW research. But the PEW research has more insights on behaviors that could become interesting touch stones when determining what games to design for the audience.

Nathan Verbois
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I'm a hardcore console player. This last year, I've spent a lot of time playing mobile games, but that was because I went through long periods without access to a console. Of those many mobile phone games I've played, there were very, very few that were any good.


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