Kantar – Mobile Gaming: The New Mainstream Consumer Channel, Feb 2026

Summary

Mobile gaming has become a mainstream consumer channel, reflecting the general U.

S. adult population in demographics and behaviors. The report explores mobile gamers' habits, emotional engagement, and the commercial impact of mobile gaming advertising, highlighting high ad positivity, purchase influence, and gamers' strong household decision-making power.

Region: United Kingdom

Published: February 2026

Author(s): Kantar

Language: English

Tech drivers: Mobile Social Media

Geopolitical drivers: Economic conditions

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