Two-Thirds of Americans Don’t Identify as “Gamers,” Yet on Average Play Mobile Games Four Times a Week, According to a New Report by AppLovin

The rise of casual mobile gaming is reshaping the “gamer” demographic

PALO ALTO, Calif.–(BUSINESS WIRE)–Who’s a gamer? Chances are, it’s you. Most smartphone owners in the U.S.
need look no further than their own mobile phone home screen for
evidence that new categories of games are changing the face of modern
video game players. From the early days of arcade games to the rise of Fortnite,
mobile gaming—and the rise of casual games—has democratized gaming for a
wider audience. Yet, habits so far are outpacing perceptions. According
to the Mobile Gamer Insights Report commissioned by AppLovin, the
largest independent mobile games and growth platform, smartphone owners
in the U.S. play mobile games four times a week on average—but
two-thirds don’t identify as “gamers.”

AppLovin’s Mobile Gamer Insights Report found that the majority of us
(55%) play mobile games to pass the time—whether in a doctor’s waiting
room or during a boring commute, while more than four in 10 (44%) play
to relax. And while more men (36%) than women (22%) would identify
themselves as gamers, and more Generation Z (53%) than Boomers* (12%),
the reality is that robust mobile gameplay cuts across demographics as
consumers embrace both games that are easy to play and those that
challenge their brain.

  • 40% of women who have played a game on their smartphone play mobile
    games every day
  • Despite 85% of them not considering themselves gamers, 33% of adults
    55 and older play mobile games every day
  • Casual puzzles (30%) and strategy games (16%) are the most popular
    types of mobile games

“Growth in the casual game market continues to accelerate year after
year,” said Alex Malafeev, co-founder of Sensor Tower. “In 2018, our
research indicates a 20% increase in casual mobile games across both
Google Play and the App Store’s top 10 mobile games as compared to 2017.”

“The mobile gaming momentum couldn’t be clearer—whether it’s for fun,
relaxation or to stretch our minds, we really are all gamers at heart,”
said Katie Jansen, Chief Marketing Officer at AppLovin. “As these
results demonstrate, mobile developers are increasingly in tune with
consumers across many different demographics.”

*Generation Z are defined as respondents aged 16-24. Boomers are defined
as respondents aged 55+.

AppLovin’s Mobile Gamer Insights Report features research conducted by
Censuswide with 2,062 US General respondents (Aged 16+) between
12/21/2018 and 12/28/2018. Censuswide abides by and employs members of
the Market Research Society, which is based on the ESOMAR principles.

Find out more about AppLovin’s US and UK gaming demographics research:


About AppLovin

AppLovin helps indie and established mobile game developers connect with
billions of global users each month so they can get discovered. Founded
in 2012, the company provides a comprehensive set of solutions
developers need to monetize, publish, understand, and grow their
businesses—all in one place. Developers use the AppLovin marketing
platform and powerful analytics tools to acquire new users and improve
profitability. Lion Studios, AppLovin’s new independent media division,
gives developers access to proven resources for publishing and promoting
their apps. AppLovin is headquartered in Palo Alto with offices in San
Francisco, New York, Dublin, Beijing, Tokyo, Seoul, and Berlin. Learn
more at


Katie Jansen, 415-350-3091

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