Gen Zers and Millennials Have Numerous Gaming Apps on Their Phones, According to Report

A recent report by marketing firm Fluent reveals that 48% of Gen Zers have at least four gaming apps on their phones, while 26% have seven or more. Millennials closely follow, with 45% having at least four games installed on their phones, and 23% having seven or more.

The study also found that gamers who have a strong preference for RPG and strategy titles are more likely to have more than four games on their phone, with 58% falling into this category. Casino games also rank high at 52%, followed by puzzle and mind games at 49%. Interestingly, even non-gamers may have games installed on their phones, as 50% of those surveyed who do not play games admitted to having at least one game on their phone, possibly due to parents downloading games for their children.

Looking ahead, 59% of respondents plan to keep the same number of gaming apps on their phones over the next year, while 19% plan to download more. Specifically, 23% of Gen Zers and 24% of Millennials are likely to download more games. However, Gen Zers are also the most likely to decrease the number of games on their phones, with 26% planning to do so.

RPG fans are the most likely to download more games in the coming year, at 25%. However, they are also the most likely to decrease the number of games on their phones, at 26%.

The study also revealed that the more games a player has on their phone, the more likely they are to download more games in the next year. Those with seven games on their phone are 33% more likely to download more games, with 24% expressing their intention to do so compared to 18%. However, those who have not yet embraced gaming, especially baby boomers or members of the silent generation, are the least likely to download more games.

Ad Preferences Across Demographics

According to the report, a majority of users, regardless of demographics and genre preferences, reported having no strong preference for in-game ads or ads outside of the apps, averaging at 48%. However, younger generations were more likely to have a preference for one ad format over the other, with 31% favoring either in-game ads or ads outside of the apps. On the other hand, the silent generation had a 45% higher likelihood of preferring ads outside of apps.

The report also identified three factors as the primary drivers for new game downloads. 32% of respondents stated that they were more likely to download a game if there was an opportunity to earn rewards, while 20% were receptive to ads on social media, and 16% were more likely to download a game after seeing a gameplay video. Interestingly, 38% of those surveyed admitted to having downloaded a game that offered a monetary reward, with millennials (44%) and Gen X (41%) being the most likely to do so. Among genre preferences, casino and gambling players were the most likely to download a game with a monetary reward.

In-App Purchases and Spending Habits

Regarding in-app purchases, 55% of respondents stated that they make in-app purchases at least once a year, with 45% doing so at least once a month, and 12% doing so daily. The study found that Gen Zers are the most likely to make in-app purchases, with 62% doing so, closely followed by millennials at 61%. RPG and strategy players were the most likely to make in-app purchases, with 73% of respondents falling into this category. Additionally, 42% of RPG and strategy players make in-app purchases at least once a week.

When it comes to in-app spending, gambling and in-game currency and items were the most significant drivers. Millennials were most likely to spend money on gambling, with 30% of respondents in this demographic doing so. On the other hand, Gen Zers were more likely to spend money on cosmetic items or gameplay customization, with 18% of respondents falling into this category. Furthermore, RPG and strategy players were more likely to spend money on in-game items and currency, with 27% of those surveyed doing so. Only casino and classic players were more likely to spend money on gambling than in-game currency.

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