The Best Way to Reach Moms for Mother’s Day Promotion? Try Mobile Games.

Tapjoy’s latest consumer survey found that 58% of moms surveyed play mobile games 3x or more each day.

May 3, 2018 · 2 min read

Mother’s Day is right around the corner, and if you’re planning to give Mom some flowers and candy, you might want to think again. It turns out, what she really wants is some time alone to play her favorite mobile game.

Tapjoy’s latest found that moms are big-time mobile gamers, spending more time playing games than dads and non-parents do. The average mobile gaming mom spends over an hour per day playing games on her smartphone or tablet, while nearly a quarter of them (24%) play for more than three hours a day. They’re playing very frequently as well, with more than a third (35%) saying they play at least six times a day.

Mobile games are a great stress reliever for moms, with more than half (51%) citing that they play games to unwind from a stressful day. Other top reasons they cited include having fun (43%), being challenged (33%) or entertained (32%), and simply killing time (33%). For most moms, gaming is a solo activity, as only 11% said they do it in order to play a game with their friends (compared to 14% of dads).

We all know that moms are extremely busy, so when are they finding all this time to play games? Of course, we also know that they are extremely good at multitasking. Many of them play while watching TV (58%), while at work (14%), or even while with their children (21%). It’s also a nice chance for them to unwind right before going to sleep at night (45%) or while relaxing at home (50%).

Puzzle games are, by far, the preferred type of games moms like to play, with 51% saying that such games are among their favorites. Trivia games are the next most popular, at 29%, followed by Strategy games (28%), Casino or Card games (25%), and Adventure games (16%).

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If you’re an advertiser trying to reach the moms market, mobile games are a great way to do so. More than three-quarters of moms in our survey (77%) said that they handle the majority of shopping for things like groceries and housewares for their household, and two-thirds (66%) say they shop at least twice per week. They also happen to be an ethnically diverse group, while many hold higher education degrees.

So if you’re planning a Mother’s Day promotion, to ask how we can help connect you with this lucrative and highly engaged audience through mobile games.

And if you’re wondering what to get your own mom for the occasion, provide great gaming experiences.


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