Women make up 62% of the mobile games market in the US

New report claims some mobile games attract a bigger audience than the biggest US ad-supported TV networks

Women make up 62% of the mobile games market in the US

Women make up 62% of the mobile games market in the US, according to a new report from Chartboost.

The study, in partnership with Newzoo and TapFwd, analysed a sample of over 64 million+ devices in Chartboost’s network in the US across Google Play and iOS.

It suggested the audience for mobile games is mostly women over the age of 25.

The biggest segment across both genders was ages 35 to 44, which makes up 27.33% of the mobile gaming audience.

The age group of 25 to 34 made up 18.42% while the 45 to 54 segment represented 18.31% of mobile games players.

The report only took into account people age over 18 and it did not say which of these age groups spends the most money.

Hitting the big time

The report also suggested that that much of the mobile games audience is made up of people from high value households earning more than $50,000 a year – 60% in fact.

However, the largest single group by household income was those who earn $20,000 to $50,000, which made up 32% of all mobile games players.

Chartboost claimed that the top mobile games can attract bigger daily active audiences than the top US ad-supported TV networks.

It claimed that Draw Something, Candy Crush Saga and Pokemon GO all had better daily peak active users than the daily average prime time views of CBS, NBC, ABC and FOX.

It should of course be noted however that Chartboost has used peak DAUs rather than average DAUs, which is likely lower than their TV counterparts overtime.

Overall, 69% of mobile phone owners play games at least once a month.

You can read the full report on the Chartboost website.

Head of Content

Craig Chapple is a freelance analyst, consultant and writer with specialist knowledge of the games industry. He has previously served as Senior Editor at, as well as holding roles at Sensor Tower, Nintendo and Develop.