Tapjoy says 50% of mobile gamers prefer free ad-based games
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Mobile ad and monetization firm Tapjoy says gamers prefer free ad-based games over pay to play titles and in-app purchases.
The company’s survey of more than 9,000 mobile gamers found that players prefer ad-supported games, according to Tapjoy’s Modern Mobile Gamer 2022 Report.
Tapjoy said the survey shows how attitudes towards mobile gaming, in-app advertising, and in-app purchases have evolved over the last five years. In 2017, just 21% of mobile gamers said they favored ad-supported mobile games in Tapjoy’s survey, which asked the same questions. But today, 50% of today’s mobile gamers say they prefer the ad-supported model over pay-to-play games or those based primarily on in-app purchases.
That’s an increase of 138% over four years.
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Tapjoy used its MobileVoice platform to survey data from 9,352 respondents across five surveys. The report found that mobile gamers play 10 or more hours a week, on average. In fact, 57% say they play more mobile games than they did five years ago, with the biggest increase being among parents (68%).Nearly half (49%) of all respondents say they play mobile games multiple times a day. Parents (58%), Gen X (54%), and women (52%) are the most likely to play at this frequency.
Puzzle is now the top mobile game genre among all age groups, with 55% of respondents calling it their favorite. This is a drastic change from 2021, when action/adventure was the most popular mobile genre; now action/adventure, strategy, and simulation are tied for second place with 33%.
About 60% of respondents discover new mobile games via ads in other games, making it by far the most
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