AppsFlyer has presented a large report on the audience of mobile applications in the Scandinavian countries. Mobile titles are most often played by women, but men spend money more actively in them. At the same time, Scandinavian gamers in general are extremely reluctant to entrust their personal data to games.Note: AppsFlyer collected data based on a survey of 4,039 users from Sweden, Denmark, Finland and Norway over the age of 18.
At least 1,000 responses were collected in each country. The study took place in the period from May 21 to May 24, 2021.
Key data about gamers29% of women launch mobile games at least once a day.
- Among men, the proportion of regular players is 23%. The biggest difference is observed in Sweden — 37% among women and 23% among men.Most often, mobile titles are played by people aged 40-49 years.
- A third of them launch games at least once a day, and a quarter — several times a day.Percentage of Scandinavians who launch mobile games at least once a day
Men spend money in games much more actively than women.
- Every fourth man is willing to spend over 100 Swedish kronor ($11.59) on in-app purchases. Among women, only one in ten is ready for such spending.At the same time, in Scandinavia as a whole, a fairly small percentage of paying gamers.
- 83% of players are not ready to spend more than 100 SEK on mobile titles.Percentage of Scandinavians who are willing to spend over 100 Swedish kronor in the game
The younger audience aged 18-29 spends the most money.
- A third of them are willing to pay over 100 Swedish kronor, and one in five is willing to pay over 200 Swedish kronor ($23.18).The exception to the rule is Finland.
- In this country, people over 50 spend the most on mobile games.In general, residents of Scandinavia reacted positively to Apple’s policy changes regarding IDFA.
- Only 5% of users perceived the innovations negatively.At the same time, slightly less than 30% of users aged 18-39 years did not even know about the changes.
- Among residents over 60 years of age, the share of such people was 44% at all.Scandinavian gamers are very scrupulous about the safety of information about themselves.
- Only 5% of users trust the games with their personal data. The greatest distrust of mobile applications is shown by residents of Denmark — 60% more than the average values in other countries of the region.The categories of applications that Scandinavians trust with their data the most
Most of all, age gamers worry about their data.
- Over a third of players over the age of 40 are willing to pay money so that games do not collect information about them. Among users over the age of 60, the share of such gamers is almost 50%.Young players, on the contrary, are much more willing to provide their personal data to games.
- But they do it only for their favorite apps.