Rough user portraits of Gen Z mobile game players

Although Generation Z (people born between 1995-2009 grew up with mobile phones,

According to a study done by AdColony, only 33% of Gen Z consider themselves to be mobile game players; as compared to 40% for that of millennials.

Research shows, the consumption potential in mobile game of Gen Z is as high as US$100 billion. Although only one-third of the interviewees thinks he is a mobile game player, AdColony is of the opinion that this may be because the mobile phone has been completely integrated into the lives of most of the Gen Z population.

In addition, 23% of Gen Z interviewees said that they play mobile games frequently; while this ration is only 15% in the general population; and 34% of Gen Z said that they often play mobile games, as compared to the ration of 28% in general population.

In terms of the number of game installations, Gen Z interviewees install an average of 10 games on their phones. 16% of Gen Z interviewees say they will continue to download more new games, which is higher than 10% of millennials, and 9% of other age groups.

Compared with other age groups, Gen Z prefers arcade, action and adventure games. Puzzle and words games are popular among all age groups.

In terms of time spent on games, 47% of Gen Z interviewees said that they spend approximately 11-30 minutes on games.

In terms of purpose of playing games, interviewees of all ages take entertainment (67%) as their primary purpose of playing games, this is followed by killing time (52%) and relaxing (47%). Compared with other age groups, Gen Z and older people are more willing to watch incentive advertisements in exchange for game prizes.