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."