ReportTapjoy
The Modern Mobile Gamer: 2021 Gen Z Edition
1 Jan 202119 pages~19 min full read
Mobile is the dominant gaming platform for Gen Z, with 86% of the demographic using smartphones for gaming compared to only 42% who use consoles.
See it on page 4Rewarded advertising is the most effective engagement strategy for this group, with 54% preferring rewarded ads and 53% engaging with them, significantly outperforming Instagram (38%) and TikTok (23%).
See it on page 17The COVID-19 pandemic significantly accelerated mobile gaming adoption, with 71% of Gen Z respondents reporting increased mobile gameplay during 2020.
See it on page 13Gen Z is highly active in mobile commerce, with 68% of the demographic shopping via mobile devices one to four times per week for food, retail, and subscriptions.
See it on page 14This demographic, representing $140 billion in buying power, rejects intrusive or inauthentic advertising in favor of content that respects digital autonomy and incorporates humor or social awareness.
See it on page 4Gen Z social media preferences have shifted away from legacy platforms like Facebook, favoring Instagram and TikTok for social connection and content consumption.
See it on page 12This analysis examines the mobile behaviors, gaming habits, and advertising preferences of Generation Z, defined as individuals born in 1997 or later. Based on a February 2021 survey of 7,103 U.S. consumers aged 18–24 on the Tapjoy network, the findings characterize this demographic as "digital natives" who view the smartphone as their primary device for entertainment, social connection, and commerce. The study utilizes opt-in participation and rewarded survey methodology to gather data on a generation that currently represents $140 billion in buying power.
Key findings indicate that Gen Z is heavily invested in the mobile ecosystem, with 86% using mobile as a gaming platform—significantly higher than the 42% who use consoles. The COVID-19 pandemic accelerated these trends, as 71% of respondents reported playing more mobile games in 2020. Beyond gaming, the demographic is highly active in mobile commerce; 68% shop via mobile one to four times per week, frequently purchasing to-go food, retail items, and subscription services. Socially, Gen Z favors Instagram and TikTok over Facebook and increasingly rejects traditional gender stereotypes in marketing.
The research concludes that Gen Z has a unique, high-standard relationship with advertising. They largely reject intrusive, non-skippable, or inauthentic content, preferring ads that offer a value exchange. Consequently, 54% of respondents prefer rewarded ads over other formats, and 53% engage with rewarded mobile game ads—outperforming engagement rates on Instagram (38%) and TikTok (23%). To successfully reach this audience, brands must prioritize humor, social and environmental awareness, and opt-in experiences that respect the user's digital autonomy.
