News: Press Clippings

Fluent: Half of Mobile Users Have Never Paid for a Gaming App

Reposted from SocialTimes-logo

Publication date 4/26/16

Customer acquisition platform Fluent released the results of a new survey that analyzed the mobile gaming habits of 1,014 American mobile device owners. According to the report, 77 percent of respondents said they play mobile games multiple times per week, while 46 percent said they play mobile games every day.

In addition, 49 percent of respondents said they play mobile games more often now than they did one year ago, while 24 percent said they play mobile games less often now than one year ago.


Overall, free games were found to be the most popular, as 50 percent of respondents said they have never paid for a gaming application. In terms of in-app purchases, 38 percent of respondents said they had paid to upgrade to an ad-free version of a game, while 30 percent said they had paid to unlock additional features or levels in a game. Finally, 29 percent of respondents said they had paid for premium currency or “accessories” in a mobile game.

While the survey showed that 38 percent of respondents had made an in-app purchase on their smartphone in the week prior to the survey, another 37 percent of respondents said they had never made an in-app purchase in a gaming app on their smartphone.

Finally, 35 percent of respondents said they had played a mobile game at an “inappropriate time,” and 21 percent of respondents said they consider themselves to be addicted to mobile games.

Mobile gaming has experienced explosive growth, and it is now a $29 billion industry. We have witnessed this first hand at Fluent, with a rapidly growing roster of app publisher clients that are using our platform to promote their apps and drive installs via cost-per-install ad campaigns (i.e., they only pay when a consumer who sees their ad actually downloads their app(s)).

The most interesting finding, to me at least, has been how mainstream mobile gaming has become, with nearly one-half of all consumers saying they play games on their smartphones or tablets on a daily basis. It is also incredible to see that smartphones are far and away the dominant devices for gaming and have completely upended the gaming industry, with 42 percent saying they most frequently play games on their smartphones, compared to just 13 percent who say gaming consoles.

For marketers of gaming apps, the most interesting stats will probably be around the percentage of mobile gamers who are willing to spend money on their apps. Even with an abundance of free games available for download, 50 percent of consumers say they have spent money to purchase a mobile game, and large numbers are willing to pay to unlock features or levels in mobile games (30 percent) or for digital currency and premium in-app accessories (29 percent).

Fluent’s complete survey results are available here.

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