Marketing·Updated Mar 17, 2026 by ironSource
Mobile gaming has become a universal behavior, with 60% of non-gaming app users playing mobile games daily, matching social media as the top usage category.
In-app advertising is a primary driver for app discovery, leading to downloads for 70% of gaming audiences and 78% of non-gaming control group users.
While users typically maintain over 20 apps on their devices, the majority limit their daily engagement to only five to ten apps.
Rewarded ads have broad appeal beyond gaming, with 33% of non-gaming audiences reporting they pay more attention to advertisements that offer in-app incentives.
To successfully acquire users in a crowded market, developers should prioritize interest-based relevance, humor, and interactive ad formats.
This 2022 research, based on a survey of 30,457 verified adults, confirms that the traditional behavioral distinction between gamers and non-gamers is increasingly obsolete.
Mobile gaming has become a universal behavior, with 60% of non-gaming app users playing mobile games daily, matching social media as the top usage category.
In-app advertising is a primary driver for app discovery, leading to downloads for 70% of gaming audiences and 78% of non-gaming control group users.
While users typically maintain over 20 apps on their devices, the majority limit their daily engagement to only five to ten apps.
Rewarded ads have broad appeal beyond gaming, with 33% of non-gaming audiences reporting they pay more attention to advertisements that offer in-app incentives.
To successfully acquire users in a crowded market, developers should prioritize interest-based relevance, humor, and interactive ad formats.
This 2022 research, based on a survey of 30,457 verified adults, confirms that the traditional behavioral distinction between gamers and non-gamers is increasingly obsolete.