U.S. mobile game downloads diverse ads 2021

As of August 2021, only half of mobile gamers in the United States were more likely to download a mobile game if the ad for its title featured a diverse set of characters. More diverse and representative advertising for mobile gaming was most important for gamers who identified as coming from a diverse background, while its importance remained fairly the same for the other groups surveyed and even less important for respondents identified as women and nonbinary.

Mobile gamers in the United States likely to download a mobile game when an ad features a diverse set of characters as of August 2021

Characteristic	Share of respondents
Diverse gamers	65%
Total gamers	55%
LGBTQ+	55%
Women and nonbinary	53%

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Release date

December 2021

More information

Region

United States

Survey time period

July to August 2021

Number of respondents

6,045 respondents

Age group

18 years and older

Special properties

who play mobile games for at least 3-4 hours per week

Method of interview

Online survey

Supplementary notes

Original statement: "percentage of US mobile gamers who say that when an ad features a diverse set of characters they are likely to download the mobile game."

Mobile gamer definition: play 3+ hours gaming per week and at least some games played have human characters.

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