Over 35% to increase mobile gaming during holiday season, with Gen X set to surpass Gen Z in screen time

As the festive spirit approaches, brands are ramping up their strategies to connect with consumers more effectively than ever. With the holiday shopping season underway, proactive advertising and precise targeting can help your brand make the most of this critical period. To assist marketers, Unity surveyed 4,094 U.S. adults aged 18+ to unveil data-driven insights that can guide you through a successful holiday campaign.

Timing is everything when it comes to holiday marketing. According to Unity’s survey, 24% of shoppers plan to purchase most of their holiday gifts during the popular Black Friday and Cyber Monday events. However, a notable 21% spread their shopping throughout the year, indicating that the holiday shopping season is more of a year-long activity for many consumers. Surprisingly, only 12% wait until December, underscoring the importance of engaging shoppers early in the season.

In fact, Generation Z leads the charge in early shopping behavior, with 25% making purchases year-round and 21% starting their holiday hunt as early as October. For marketers, this means that waiting until traditional shopping events like Black Friday could mean missing out on a substantial portion of your target audience.

When it comes to holiday spending, consumers are ready to splurge. Gen Z shoppers primarily plan to spend between $101 and $250, while older generations like Gen X and Baby Boomers+ are more inclined to invest larger amounts—between $251 and $500 or more. This strong spending commitment highlights that, across all age groups, the desire to give generously during the holiday season remains robust.

Mobile shopping plays a significant role in how people purchase their holiday gifts. Across all generations, 48% of respondents indicated they will rely on their mobile devices for shopping. For brands, this presents a clear opportunity to tailor campaigns specifically for mobile audiences, ensuring you’re meeting consumers where they’re most active.

The holiday season, while joyful, can also bring stress. Many consumers turn to mobile gaming as a way to unwind. According to the Unity survey, 44% of respondents identified mobile gaming as their go-to stress reliever during the holidays. Gen Z and Millennials are especially likely to increase their gaming time during this period, with 37% and 29%, respectively, planning to play more.

This trend offers brands a unique opportunity to reach consumers in a relaxed and engaged state. Nearly a quarter of respondents said they are more inclined to interact with holiday-themed in-game content, while 18% intend to spend more on in-game purchases during the holidays. Brands can capitalize on these behaviors by incorporating holiday themes into their in-game advertising efforts to create a festive connection with players.

Mobile ads continue to be a key influencer in holiday purchasing decisions, especially among younger audiences. Forty-five percent of Gen Z report that ads in mobile games influence their holiday gift choices. In contrast, the influence of mobile ads decreases with age—only 16% of Baby Boomers+ report being swayed by ads.

Interactive ad formats like rewarded video ads and playable ads are highly favored during the holiday season. Gen Z, in particular, shows a strong preference for interactive and rewarding experiences, with 42% favoring playable ads and 40% engaging with offerwall ads. This trend highlights the importance of delivering creative, gamified ad experiences that capture attention and provide value to consumers.