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AppLovin reaches more than 1 billion people each day in popular mobile games like Candy Crush and Solitaire. Most spend over an hour a day playing, during commutes, between meetings, and while waiting in line. These players are often the household decision-makers, with real purchasing power.
A Kantar study surveyed 2,500 U.S. mobile gamers to understand who this audience is.
The study finds that mobile gamers closely mirror the U.S. adult population across age, gender, income, education, and geography. They are pet owners, sports fans, food enthusiasts, homeowners, and shoppers. They live in urban and rural communities. They work full-time jobs.
In other words, this is not a niche audience. It spans adult age groups with a balanced gender split. A diverse range of brands can reach their target audience in mobile games.
70% of mobile gamers make most purchase decisions for their household. That is significantly higher than the general population benchmark.
They are financially confident and active online shoppers. 71% shop online at least weekly; 77% spend $100 or more per month. Purchase intent is strong across high-value categories such as travel, electronics, furniture, and vehicles.
During gameplay, users report significantly more positive emotions than when browsing social media. That emotional context matters, and 71% say they view ads positively while playing.
This isn't just attention without action.
38% of mobile gamers made a purchase within three months of seeing an in-game ad, and among those buyers, 71% acted the same day. Even more telling, 37% bought something they hadn't previously considered — the ad introduced them to it.
The results hold up after the sale. Satisfaction with in-game ad purchases reached 92%, and 86% intend to buy again, turning first-time buyers into repeat customers.
Mobile gamers are one of the largest consumer audiences in the world that you may not be reaching. Read the full study for the complete data on demographics and purchasing behavior.
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