Newzoo and Google Play White Paper: Gender and Inclusivity for Women in Mobile Gaming
With the rise of mobile gaming, it is now possible to play nearly anywhere at any time, and women are playing more than ever before. Together with Google Play, we conducted an extensive study on gender and inclusivity in mobile gaming, an industry we estimate will generate $50.4 billion in 2017, aimed at understanding how women in the U.S. play and perceive mobile games. The research was carried out among the total American online population aged 10–65 with more than 3,300 respondents.
The research shows that women are gaming in unprecedented numbers. In the U.S., 65% of women aged 10–65 play mobile games, and these female mobile gamers represent almost half (49%) of the mobile gaming population. With snackable playing formats and affordable and free-to-play games, mobile is contributing to the democratization of gaming. In fact, 64% of the female mobile game players prefer mobile over other platforms, versus 38% of men. Women are also playing more frequently; 43% of female players play mobile games five days a week or more, compared to 38% of men. Interestingly, women are more likely than men to see games as entertainment or stress relief across nearly all genres played.
INCLUSIVITY IN GAMING MATTERS
Although women prefer mobile games more than men, the mobile gaming world has a long way to go before it’s truly inclusive.Of the top 100 grossing games on Google Play, 44% more of the app icons feature male characters than female characters, which seems discouraging. In fact, the majority (60%) of women who play mobile games think that 30% or fewer of mobile games are made for them.
There is also a noticeable bias against female players, with 25% of men who play mobile games agreeing that “I would spend more time playing mobile games if I knew I was playing with or against players of my own gender”, compared to 10% of female mobile gamers. Among men who play mobile games the most (10+ hours/week) the number rises to 47%.
THE IMPACT ON THE WOMEN WHO PLAY
An examination of the data reveals the impact that this environment is having on the women who play mobile games. They are less likely to explore genres, to talk or connect with friends about mobiles games, to invest in their play, and to identify with gaming. Put differently, though women are gaming more than ever before, they are less likely than men to embrace it.
You can find a detailed breakdown on this topic, along with the steps that Google Play is taking to combat these issues, in this interactive white paper.
