Mobile devs should target 39-year-old women that play Pokémon Go and Candy Crush - report

Research from Verto Analytics suggest this is the typical “super mobile gamer”, who plays across multiple devices

A new study into the playing habits of mobile gamers has identified the most valuable consumers as women in their late thirties that enjoy catching monsters as much as matching gems.

Verto Analytics investigated users that spread their gaming time across multiple mobile devices and concluded that the average "super mobile gamer" is a 39-year-old female, who racks up around 127 gaming sessions per month - amounting to 14.9 hours.

Pocket Gamer reports that games are the second most frequently used apps across all demographics covered by the report, beaten by 'communication and social' apps. Games were used for an average of 152 sessions per month, a total of 14 hours and 42 minutes, while social media apps took up 22 hours and 35 minutes of people's time, across 685 sessions.

The apps that "super mobile players" are spending the most time on include Pokémon Go, Candy Crush Saga and its sequel Candy Crush Soda Saga. Pokémon Go also achieved the most sessions per month, followed by Words With Friends and Candy Crush Saga. Words With Friends was the most played game in the US overall.

Exploring how many people use multiple devices, Verto Analytics reports that female millenials are more likely to own at least three smartphone or tablets than their male equivalents. However, the reverse is true for Generation X males and females, defined as aged 35 to 45.

Related stories

A beginner's guide to boosting Lifetime Value

Server-side development, balanced difficulty and weekly events - AppLovin MD Johannes Heinze on increasing LTV in mobile games

By Johannes Heinze

Is PlayLink the PS4's missing link to casual consumers?

Missing in action at E3, PlayLink might be Sony's best effort yet at capturing the thus-far ignored casual market

By Rob Fahey

Latest comments (1)

James Coote Independent Game Developer A month ago
Think it's a little dangerous to try and use this kind of data for targeting players (versus understand existing players). The "39 year old female" is not a homogeneous group.
1Sign inorRegisterto rate and reply

Sign in to contribute

Need an account? Register now.