Presented by:PERSONAS 2019MOBILEMODERNGAMERCONTENTSMeet the Modern Mobile GamerExecutive SummaryMethodology & TrendsPersonasMillennial Mobile GamersMeet SashaDemographicsGame & App UsageParent Mobile Gamers Meet AvaDemographicsGame & App UsageHigh Income Mobile Gamers Meet FosterDemographicsGame & App UsageConclusionContact Us34512131415678910112MOBILEMODERNGAMEREXECUTIVE SUMMARYTheres no debating it: mobile gaming has become universal.These are the Modern Mobile Gamers,and they can't wait to meet you. Consumers from every walk of life play mobile games: young and old, male and female, urban and rural. They play mobile games several times a day, for many hours a week. Mobile games have in fact become so ingrained into their daily lives that a majority of them - 69% - said they would rather give up social media or television than mobile gaming.As gaming becomes an even greater force in mainstream global culture, individuals that once distanced themselves from the label of “gamer” now wear it proudly. Almost 60% of respondents in this years report openly identified as gamers. This points to dwindling stigmas, and represents a 26% increase from the results of our first report conducted two years ago.Mobile gamers represent diverse audience groups, with this years report suggesting that many are well educated, af_f_luent, and exploring new and exciting parts of commercial life. This, above all else, should be a wake The rise of mobile gaming among U.S. audiences has created a wealth of opportunities for brands and advertisers. Consumers surveyed said theyre more likely to pay attention to advertisements in mobile games than those on TV, the Internet, or other mediums. People playing mobile games understand the role ads play in allowing games to be free, many (72%) saying they actually prefer interacting with ads in exchange for in-app currency or premium content. With 18,442 responses included in this 2019 report, weve taken a closer look at 3 core audience groups: maturing millennials, busy parents, and thriving professionals. In the pages that follow, were proud to of_fer a collection of valuable insights into each of their unique demographics and behavioral trends. up call for advertisers looking to reach just about any demographic.3MEET THE MODERN MOBILE GAMERFor its third annual Modern Mobile Gamer market intelligence report, Tapjoy surveyed more than 18,000 consumers over the course of three days to learn who they are, what they use their phones for, and how mobile gaming fits into their lives. Tapjoy surveyed 18,442 respondents via in-app of_ferwall in a variety of mobile games. Responses were collected from March 27th to 29th, 2019. All respondents were over the age of 18 and reside within the continental United States.They vastly (72%) prefer rewarded advertising to interstitial ads69% would rather give up social networks or television than mobile gamesMethodologyResearch revealed a variety of consistent trends across all survey respondents, including:Most work in the Healthcare, Education, or Food & Beverage industries75% live in communities with high population densityThey are largely college educatedThey are predominantly femaleTheir favorite game genres are Puzzle, Strategy, and Role Playing GamesGaming is second only to texting in terms of mobile usage60% of respondents now consider themselves “gamers,” 26% more than did two years agoMeet the Modern Mobile GamerExecutive SummaryMethodology & TrendsPersonasMillennial Mobile GamersMeet SashaDemographicsGame & App UsageParent Mobile Gamers Meet AvaDemographicsGame & App Usage4MEET THE MODERN MOBILE GAMERIn addition to these high-level insights, our analysts took a deep dive into three major market segments that emerged from the studys findings. They were selected and studied in greater detail due to their above-average value to advertisers. The three segments identified are:What follows is an in-depth exploration of each segments unique demographicand behavioral mobile trends.MILLENNIAL MOBILE GAMERSMOBILE GAMER PARENTSHIGH INCOME MOBILE GAMERS5MOBILEMODERNGAMERSasha is a 28 year old nurse from Chicago, IL. She lives downtown with her partner, with whom shell soon be starting a family. Theyve both made major steps in their careers and spend their hard-won disposable income on vacations, dinners at funky restaurants, or shopping online for clothing and beauty products. She and her partner are currently renting but have started casually browsing the classifieds for their first real family home. Just last week, Sasha enjoyed a much deserved adventure on an exotic vacation to Thailand that she bought through an app she saw advertised on her phone. She disabled notifications on Facebook, Twitter, and Gmail so that she could fully unplug, and explore the sites. When back at her hotel, she would unwind and play a game on her phone before resting up for the next day of her trip.Once back in the States, she flips between texting her closest friends photos of her trip and adjusting back to her normal routine. To kill time on her bus ride to work she powers through levels in Design Home. After watching a rewarded video ad in exchange for virtual currency, she makes note of a cool new movie coming to theaters this weekend. Sasha and her partner make plans to decom-press after their vacation with a movie date and catch some downtime before their next work week. MILLENNIAL MOBILE GAMERSEntertainment & Movie PromotionseCommerce AppsMeal Delivery AppsTravel AppsMost Likely to Engage With:CHICAGO, IL6Primarily educated females living in densely populated areas throughout the US who do not have children.Many have taken steps in starting their careers and the majority are in serious committed relationships. More than half have entered an earning bracket that allows for some disposable income.MILLENNIAL MOBILE GAMERSDEMOGRAPHICSCareersFamily52% are married or in a serious relationship54% do not have childrenProfessional77% have postsecondary education66% are employedeither part-time orfull-time54% earn more than$50K per year1. Healthcare/Medical/Pharm2. Education3. Food/Beverage Services4. Retail & Trade5. Engineering6. Manufacturing7. Finance/Insurance62% female, 38% male75% urban/suburban25% ruralHousehold7Prefer the most mentally challenging game categories.Would rather give up social networks than games.Play multiple times per day throughout the week. Attitudes Toward AdvertisingTop 5 Mobile ActivitiesTop Game GenresGaming Frequency59% play mobile games 4+ times per day47% play 7+ hours per week87% play 2+ mobilegames per weekMajority pay more attention to ads in mobile games versus any other mediumOnly 10% avoid engaging with rewarded in-app ads76% prefer opt-in rewarded ads over interstitial ads#1 - Texting#2 - Gaming#3 - Photo & VideoPuzzleStrategyWordAttitudes Towards Gaming67% said they would rather give upsocial media or TV than mobile games68% prefer to play games while relaxingat home, away from distractions88% have been playing mobile gamesfor 2+ yearsMILLENNIAL MOBILE GAMERSGAME & APP USAGE#4 - Social Networking#5 - Music & Podcasts8MOBILEMODERNGAMERAva is a 43 year old high school principal from Houston, Texas. For the past five years, shes lived in a suburban bungalow with her husband and two daughters. Both Ava and her husband have good incomes thanks to their established careers, which helps cover the costs of their eldests passion for basketball and youngests goal to learn guitar. Their remaining disposable income goes toward home entertainment streaming packages and a weekly night out for dinner and a movie.Between managing work and raising two kids, Ava has far less free time than she once did. After she drops her kids of_f at their after school activities, she takes an hour to herself for a yoga or zumba class at her local gym. In between pickups and drop of_fs she finds time for a few rounds of Wordscapes on her phone, usually a couple times per day. Once the kids are in bed, she looks forward to playing a few levels while her husband catches up on TV. She finds puzzle games relaxing, theyre one of her favorite ways to wind down. When shes not working, Ava is often snapping pictures of her kids or planning movie nights with her friends. While shes still a regular Amazon shopper, lately shes been buying books or games the family can enjoy instead. If they can save up enough money, the family is hoping to visit Disney World next summer - unless she folds and agrees to lease that new car for her daughter.PARENT MOBILE GAMERSeCommerce AppsReal Estate AppsEntertainment & Movie PromotionsPuzzle GamesMost Likely to Engage With:HOUSTON, TX9PARENT MOBILE GAMERSDEMOGRAPHICSCareersFamily17% are single66% are either marriedor in a serious relationship54% have two or more childrenProfessional73% have postsecondary education62% are employed either part time or full-time1. Healthcare/Medical/Pharm2. Education3. Food/Beverage Services4. Retail & Trade5. Government6. Finance/Insurance7. Arts/EntertainmentPrimarily educated females living in suburban areas with two or more children.Most have established careers and are married or in committed relationships. More than half are in an earning bracket that allows for disposable income.65% female, 35% male74% urban/suburban26% ruralHousehold10