Mobile games now account for 33% of installs, 10% of time, and 74% of consumer spend

By Sarah Perez

Mobile gaming continues to hold its own, accounting for 10% of the time users spend in apps — a percentage that has remained steady over the years, even though our time in apps overall has grown by 50% over the past two years. In addition, games are continuing to grow their share of consumer spend, notes App Annie in a new research report out this week, timed with E3.

Thanks to growth in hyper-casual and cross-platform gaming in particular, mobile games are on track to reach 60% market share in consumer spend in 2019.

The new report looks at how much time users spend gaming versus using other apps, monetization, and regional highlights within the gaming market, among other things.

Despite accounting for a sizable portion of users’ time, games don’t lead the other categories, App Annie says.

Instead, social and communications apps account for half (50%) of the time users spent globally in apps in 2018, followed by video players and editors at 15%, then games at 10%.

In the U.S., users generally have 8 games installed per device and globally, we play an average of 2 to 5 games per month.

The number of total hours spent games continues to grow roughly 10% year-over-year, as well, thanks to existing gamers increasing their time in games and from a broadening user base including a large number of mobile app newcomers from emerging markets.

This has also contributed to a widening age range for gamers.

Today, the majority of time spent in gaming is by those aged 25 and up. In many cases, these players may not even classify themselves as “gamers,” App Annie noted.

While games may not lead the categories in terms of time spent, they do account for a large number of mobile downloads and the majority of consumer spending on mobile.

One-third of all worldwide downloads are games across iOS, Google Play, and third-party app stores.

Last year, 1.6+ million games launched on Google Play and 1.1+ million arrived on iOS.

On Android, 74 cents of every dollar is spent on games with 95% of those purchases coming as in-app purchases not paid downloads. App Annie didn’t have figures for iOS.

Google Play is known for having more downloads than iOS, but continues to trail on consumer spend. In 2018, Google Play grabbed a 72% share of worldwide downloads, compared with 28% on iOS. Meanwhile, Google Play only saw 36% of consumer spend versus 64% on iOS.

One particular type of gaming jumped out in the new report: racing games.

Consumer spend in this subcategory of gaming grew 7.9 times as fast as the overall mobile gaming market. Adventure games did well, too, growing roughly 5 times the rate of games in general. Music …read more

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