Market (Overall)·Updated Apr 8, 2026 by Tapjoy
Mobile is the dominant gaming platform for Gen Z, with 86% of 18-24-year-olds playing on mobile devices compared to only 42% on consoles and 38% on PCs.
Gen Z shows a strong preference for rewarded advertising, with 61% of respondents reporting that they enjoy offerwalls within mobile games.
Traditional advertising formats like banner ads, non-skippable videos, and celebrity endorsements are largely ineffective with this demographic.
Gen Z prioritizes humor and creativity in advertising, with 57% valuing humor-driven brand posts and 50.4% favoring meme-based content.
Mobile shopping is a primary behavior for this cohort, as 68% shop on their phones one to four times per week, with 60% ordering food delivery and 57% making retail purchases.
Brand discovery is heavily driven by social media, which serves as the primary discovery channel for 52% of Gen Z, while 67% follow brands specifically for product interest.
Gen Z exhibits high device turnover, with 49% of users replacing their mobile devices every two to three years.
Mobile is the dominant gaming platform for Gen Z, with 86% of 18-24-year-olds playing on mobile devices compared to only 42% on consoles and 38% on PCs.
Gen Z shows a strong preference for rewarded advertising, with 61% of respondents reporting that they enjoy offerwalls within mobile games.
Traditional advertising formats like banner ads, non-skippable videos, and celebrity endorsements are largely ineffective with this demographic.
Gen Z prioritizes humor and creativity in advertising, with 57% valuing humor-driven brand posts and 50.4% favoring meme-based content.
Mobile shopping is a primary behavior for this cohort, as 68% shop on their phones one to four times per week, with 60% ordering food delivery and 57% making retail purchases.
Brand discovery is heavily driven by social media, which serves as the primary discovery channel for 52% of Gen Z, while 67% follow brands specifically for product interest.
Gen Z exhibits high device turnover, with 49% of users replacing their mobile devices every two to three years.