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In general mobile games tend to attract a wider audience than traditional video games. The audience has a greater percentage of women users and users from all socio-economic backgrounds who tend to play a wide variety of games more frequently throughout the week. This can be beneficial as it allows you to target this different audience and reach an audience atypical from the traditional gamer.
Mobile games attract gamers from all socio-economic backgrounds. As Table 1 illustrates the majority of mobile gamers are employed full time. According to ESA 32 percent of heads of households play games on wireless devices (ESA, 2006) . Telephia reports that 30 percent of students play games on their mobile phones while at school (Telephia, 2006).
| Status | Percent |
| Employed full time | 50.24 |
| Student full-time | 13.06 |
| Unemployed | 11.18 |
| Student full time & employed | 10.41 |
| Employed part time | 9.23 |
| Other | 4.23 |
| Retired | 1.64 |
Table 1. Employment status (M:Metrics, 2006)
Mobile gamers come from a wide variety of earning brackets (see Table 2). As we can see, eighty-one percent earn $25,000 or more.
| Income Level | Percent |
| < $25,000 | 18.87 |
| $50,000 - $74,999 | 25.52 |
| $75,000 - $99,999 | 20.58 |
| $100,000 or more | 21.49 |
| Other | 13.54 |
Table 2. Income level (M:Metrics, 2006)
Mobile gamers play a wide variety of games (see Table 3). Puzzles and games with recognizable names currently dominate the platform. In 2006, the five games that generated the most revenue were (1) Tetris, (2) Pac-Man, (3) Bejeweled, (4) Texas Hold 'EM, and (5) Ms. Pac-Man. With the introduction of 3D games, this is expected to change.
| Genre | Percent |
| Puzzle | 22 |
| Other | 14 |
| Card | 12 |
| Casino | 11 |
| Arcade | 9 |
| Board game | 7 |
| Sports | 7 |
| Word | 7 |
| Strategy | 6 |
| Action adventure | 5 |
Table 3. Games installed on mobile gamer's phone (M:Metrics, 2006)
Mobile gamers use their handsets to play games often. 24.7 percent of cellphone owner play a game on their cell phone at least one time per month (M:Metrics, June 2006). 47 percent of all cell phone gamers have three or more games installed on their handsets (M:Metrics, June 2006) Table 4 shows the top five places where mobile gamers play.
| Rank | Location |
| 1 | Commuting (Bus, Train,etc.) |
| 2 | Waiting Rooms (Doctor, BMV, etc.) |
| 3 | Lines |
| 4 | Car Trips |
| 5 | School |
Table 4. Income level (M:Metrics, 2006)