New MobileVoice market research by Tapjoy shows that although they don’t have internet access until their twenties and thirties, Gen Xers are just as active on mobile as the younger generations. Almost 60% replace their smartphones every 2-3 years to stay up to date with the latest technology, and 66% have actually spent more time on mobile devices in the past year. Mobile gaming is largely their favorite mobile activity, according to 81% of those polled for Tapjoy’s latest report, Modern Mobile Gamer 2021: Gen X Edition.

Tapjoy Modern Mobile Gaming Report 2021

For the latest installment in Tapjoy’s Modern Mobile Gamer series, Tapjoy surveyed 1,850 Gen Xers in the United States. This data was then analyzed using Tapjoy’s MobileVoice market research solution. Here are some of the ideas that emerged:

While not as concerned with corporate values ​​as the younger generations, Gen Xers deeply value work-life balance. Almost three-quarters feel satisfied with their current employment status, and only 16% are unemployed (compared to 26% of Millennials).

Gen Xers are more likely to use legacy services like cable TV, but they are also big fans of streaming content. In fact, 86% use streaming services like Netflix, and 76% watched more movies and TV during the 2020 pandemic.

Mobile games are their favorite mobile activity, with social media lagging far behind. Almost 70% say they play mobile games to relax, and also prefer mobile games that are intuitive and playable in short sessions.

More than half made more mobile purchases in 2020 and plan to continue. Advertisers should pay close attention to this demographic during the 2021 winter break, as 61% say they plan to spend more this year.

Want Gen X to notice your mobile ad? Making it fun and succinct helps, but this demographic is the most responsive to award-winning ads. Almost 40% of award-winning ad offers complete each day, and an additional 28% do so 1-2 times per week. They are more likely to purchase household items and cosmetics through award-winning ads, as well as download new apps and games.

“We’re excited to be showcasing Gen X in Modern Mobile Gamer for the first time. This generation has seen it all: the rise of MTV and cable TV, the tech and video game boom of the ’80s. , the widespread adoption of the internet in the 90s, and much more. It’s true that most didn’t use a smartphone until they were 20 or 30, but they’ve definitely caught up with their younger peers. When it comes to mobile usage. Because they are very active mobile gamers and buyers with secure incomes from established careers, they are the ideal audience for both advertisers and mobile publishers, ”said Lauren Baca , Senior Director of Marketing at Tapjoy.

Data for Modern Mobile Gamer: Gen X Edition was collected from surveys conducted on the Tapjoy network from February to September 2021. Responses were filtered to include all respondents who identified as residents of the United States and Generation X. This report is the fourth in a series. Modern Mobile Gamer 2021 eBook featuring key information about Gen Z, Parents, Millennials, and Gen X. Modern Mobile Gamer: Gen Z Edition, Parents Edition, and Millennium Edition are available for download now.