Market (Overall)·Updated Mar 17, 2026 by Tapjoy
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.
Rewarded 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%).
The COVID-19 pandemic significantly accelerated mobile gaming adoption, with 71% of Gen Z respondents reporting increased mobile gameplay during 2020.
Gen 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.
This 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.
Gen Z social media preferences have shifted away from legacy platforms like Facebook, favoring Instagram and TikTok for social connection and content consumption.
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.
Rewarded 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%).
The COVID-19 pandemic significantly accelerated mobile gaming adoption, with 71% of Gen Z respondents reporting increased mobile gameplay during 2020.
Gen 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.
This 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.
Gen Z social media preferences have shifted away from legacy platforms like Facebook, favoring Instagram and TikTok for social connection and content consumption.