In Mobile Apps & Games

We’ve been doing a lot of work around mobile games recently—especially in light of Pokémon GO’s runaway success—and our latest data reveals some interesting insights on the user demographics of three leading mobile games.

Pokémon GO excepted, the top-ranking mobile games in the U.S. has remained relatively stable over the past few months, with Candy Crush Saga, Words with Friends, and Clash of Clans consistently ranking in the top 10 (for a more detailed look at the mobile game rankings, check out our latest Mobile Gaming Index). Let’s take a look at who’s playing these three titles – our data tracks adults in the U.S., ages 18 and above.

The Mobile Gamer Isn’t Who You Think

Based on these three titles, the typical mobile gamer is a woman older than 35. Both Candy Crush Saga and Words with Friends skew female, and lean heavily towards an older audience – in fact, nearly half of of the adult player base for both Candy Crush Saga and Words with Friends is above the age of 45.

Moving over to Clash of Clans, we see a different demographic profile – there’s a younger male audience engaged here, but there’s still a significant proportion (about 40%) of players over the age of 35.

Every Game is Different

So what does this mean for the greater mobile gaming ecosystem? Granted, this is a small sample size, but it’s clear that each game has its own audience. The “typical gamer” is no longer just a stereotype – our data proves that it’s not even factually accurate. For mobile game developers, marketers, and publishers, identifying and understanding your audience is a crucial step in the audience acquisition and retention pipeline.

Interested in learning more about our mobile game demographics and user data? Download our latest report, Leveling Up Your Mobile Game: Using Audience Measurement Data to Boost User Acquisition and Engagement.

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