AdColony’s “Mobile Gaming Mothers”, a recent study conducted by GlobalWebIndex, shows that women with children are increasingly using smartphones for gaming and their age ranges are expanding.
Madrid. (Portaltic/EP) Mobile games are a major axis in the current technological culture. Every day, new users are added around the globe. This game is extremely popular with younger generations. It also blurred the traditional gender boundaries in the field. The mother of the “game player” is also an avid user.
AdColony’s and GlobalWebIndex’s recent study, “Mobile Gaming Mothers”, shows this trend. It shows that women with children are increasingly using smartphones to play video games and their age ranges are expanding.
This global study analyses the profiles of women aged 16-45 with at least one child. The goal is to understand their behavior, and to help brands better position themselves in this marketplace.
These results were collected to determine the key moments of these players. The most common and dominant feature in this study is the presence of women as infants or mothers of newborns. The majority (44%) of children between 0-5 are between 0-5 and are over 35, while 70% of adults are over 65.
According to the report, 73% of respondents use smartphones for gaming. This is followed by video consoles (49%), tablets (34%), and computers (51%). A further 22% of respondents stated that they spend between 30-60 minutes on this activity.
A majority of respondents (57%) said that video gaming can improve their mood. They also play it for entertainment (45%), relaxation (43%), and to kill time (41%). This is why they choose to play online games at specific times during the day.
They are more active in the private sphere
Many people are aware that they will play these games while eating (38%), before going to bed (38%), or waiting for someone. For example, 32% played in the doctor’s waiting room.
The fact that more moms are “gamer” is a good thing. According to “mobile gaming mothers”, 22% of women use their mobile devices when they travel or on public transport, this means that there is a greater number of moms who play video games on their portable devices.
This report also includes the topic they selected for their video game. They prefer thinking games to action. Puzzles (37.5%), strategy games (33%) or word games (29%) are some of the most prominent.
Last but not least, women usually make the decisions regarding the domestic economy. It’s surprising that 86% said they have shop online in the last six month, while 37% plan to.