More than 74% of Women of All Ages Play Mobile Games Daily, 67% See it as a Vital Source of Relaxation, Stress Relief & Mental Stimulation

More than 74% of Women of All Ages Play Mobile Games Daily, 67% See it as a Vital Source of Relaxation, Stress Relief & Mental Stimulation

Mobile gaming is soaring in popularity as the ‘go-to’ for women of all ages, 18 years – 65 years +, for relaxation, stress relief and mental stimulation, according to a new global research report commissioned by GameHouse.

In celebration of Women’s History Month and the launch of its ‘Me time-Game time’ women’s campaign, GameHouse commissioned Pollfish to survey over 800 US and UK consumers aged 18 years+ through 65 years+ about their interests, passions, how they spend their ‘me time’ and how mobile gaming factors in to this.

The results show that 74% of women are today playing mobile games once – several times per day; with more than 67% of those surveyed quoting mobile gaming as a vital part of their downtime or ‘me time’. When asked specifically how they like to spend their ‘me time’, across the board, respondents of all ages said they choose mobile gaming as a key means to relax and relieve stress, with a vast 73% majority of 35-44-year-old women playing mobile games during their ‘me time’

Mobile gaming is recognised for providing novelty, mental stimulation and variety that keeps life interesting, engaging and fun, and that these fresh and immersive experiences provide an instant escape from the hustle and bustle and pressures of daily life, enabling players to take a break and a moment for themselves.

Here in particular mobile games that provide a deep narrative that players can fully immerse themselves in, with strong relatable characters and storyline, provide welcome engagement and instantaneous distraction. Further, that strategy games provide new challenges and mental stimulation for all ages.

Simonetta Lulli Gómez, CEO, GameHouse, said, “As a company we are on a mission to design around female gaming preferences and to encourage women to take their ‘me time’ and enjoy it! GameHouse has an unrivalled heritage of the past 25 years in creating the type of games that women engage with the most.”

She continued, “We believe that our casual mobile and PC gaming experiences, with strong relatable characters and story narrative provide the perfect escape from day-to-day commitments, an opportunity to unwind and recharge your batteries.”

For all respondents aged 18 years+, gaming ranked the sixth most popular way to relax and unwind. Amongst this, a considerable 33% of 35-44 year-olds surveyed said they favour playing games, with 25% of 45-54 year-olds and 20% of 55-64-year olds enjoying playing games in their ‘me time’.

Further, 60% of all women aged 18 years+, said they see gaming as fun, with over half valuing it as a means to ‘relieve stress’ and 39% as a means to ‘take a moment for myself’. Additionally, two thirds of women aged 18 years+ said they feel ‘relaxed’, ‘stimulated’, ‘engaged’ or ‘focused’ when on their mobile, proving that mobile provides balance and the perfect escape from day-to-day commitments for all ages.

In terms of preferred mobile game genres, Bubble Shooters, Puzzle, Word, Board and Collapse games ranked the highest, with 48%, 35%, 35% and 32%, respectively, playing these genres currently or over the past three months. Overall, women value the problem solving, challenge, growing and strategic thinking aspects of gaming the most. Of those surveyed, mobile remains the most popular gaming platform for women, with 42% playing games on Android and 54% on iPhone.

When asked how else they like to spend their time on mobile, respondents confirmed they like to focus on social media (76%), streaming entertainment like video and music, researching, browsing and shopping (66%) and communicating with friends and family (60%).

Mobile Gaming and ‘Me time’

Globally, almost three quarters of women are playing games in 2023. Female gamers in fact represent 48% of the global mobile gaming market; with 21% of adult mobile gamers being women aged 36 years+.

Yet women continue to feel guilty about taking ‘me time’ with 34% of respondents saying they sometimes feel guilty about taking their ‘me time’; and 15% saying they frequently or always feeling guilty taking ‘me time’, compared to just 7% of men.

Respondents stated that often they must limit ‘me time’ to a few times per week, either just before bedtime or first thing in the morning, when they are ‘free of chores’ or ‘’when the husband is at work’ and ‘kids are at school’. Worse still, some don’t take it all. 60% of 35–44-year-olds said they don’t get enough or any ‘me time’.

46% percent of those surveyed aged 18 years+ said they feel they don’t get enough or any ‘me time’, with just 32% saying they get an average amount. Within this, 60% of 35–44-year-olds said they don’t get enough or any ‘me time’. The research shows that kids play a bigger role in when women get their me time.

Emmi Kuusikko, Head of Product Strategy, Insights and Growth, GameHouse, said, “Our research shows that women seek ‘me time’ but feel guilty about taking it and that women find mobile gaming to provide the perfect escape, a means to unwind and have fun.

She continued, “GameHouse’s ‘Me time – Game time’ campaign celebrates female gamers across the world and encourages women to claim their me time – we all need it!”

GameHouse® is strategically positioned with its puzzle, narrative and storytelling games to connect with female casual gamers that currently make up over 60% of the total players of the top 1,000 games on the Apple App Store.

Rugged Hank

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Typically thought of as being an easy to clean area of the home, hard floors have risen in popularity in recent decades. Globally, hard floors are the most common floor type,2 and research released today by Dyson has uncovered poor cleaning habits that mean hard floors are likely to be harbouring an array of hidden nasties. This comes as 32% of Brits – equating to 21.6 million people in the UK – will use the same dirty mop head for six months or more before replacing it. What’s more, one in 20 also admit to keeping the same mop for a year or longer, and one in 10 think it is acceptable to use the same mop 100 times, spreading dirt around their floors every time they use it. Cross contamination is a primary issue for most common and traditional mopping methods with germs and bacteria further being unknowingly spread around homes as Brits use dirty water to clean floors.3 45% only change the water to new water between rooms, whereas 41% wait even longer until it looks dirty. This could mean that floors are being washed with dirty water, adding more dirt rather than taking it away. Surprisingly, almost one in 10 (9%) even admit to not changing the dirty water at all when mopping. Over a quarter (28%) admit to mopping their floors once a fortnight or less while over half (53%) admit they don’t regularly clean behind appliances and leave dirt to build up for as long as six months at a time. image002.jpg On how to achieve a perfect barefoot clean feel after mopping, Geli Lee, Dyson Engineer and Home Cleaning Expert offers their top tips for eliminating dirt around the home: 1. Create a cleaning schedule to stay on top of dirt build-up. In the last year, there has been a 15% global reduction in the number of people who maintain regular cleaning schedules. 47% of the British public admitted to only being motivated to clean when they spot visible dirt or dust.4 Regular floor cleaning with a wet hard floor cleaner like the Dyson WashG1™ removes more stubborn dirt than vacuuming alone. It is important to have a debris free surface, clear any clutter from the floor or other surfaces. Choose the right machine: Different vacuums are designed for different floor types and home sizes. Some machines will be engineered with hard floors in mind and will struggle on thick pile carpets, for example. Choosing the right machine for your home will make a big difference to the ease and speed with which you’re able to clean your home. Clean your floors ‘little and often’. Washing your floors frequently in areas that receive more foot fall will help to stop dirt building up and getting trodden into your floor. Using a dedicated wet floor cleaner on hard flooring such as the Dyson WashG1 is helpful for this, as the versatile format means it vacuums and washes the floor simultaneously. Cleaning schedules have also become less regimented. In recent years only 41% of people claim to have a regular cleaning schedule, and 60% admit to cleaning reactively; being motivated to clean only when there is visible dirt or dust5. It’s perhaps not surprising, that a fifth of people are still concerned their floors are dirty after they’ve mopped them (22%) and one in four6 feel extremely worried about indoor dust at home. Geli Lee, Dyson Engineer and Home Cleaning Expert reveals why it is important to change the way we mop: “Cleaning your hard floors properly and regularly is important for maintaining a healthy environment around your home. Without a proper cleaning routine, dirt may unknowingly build up and spread around your home. It is evident from our research that current mopping habits mean British households aren’t cleaning their floors as effectively as they should. “From ignoring problem areas where dust and debris build up, cross contamination with dirty water to not replacing mop heads or inconsistent cleaning, current mopping behaviours may be making floors dirtier as opposed to cleaner. Moving away from traditional methods, wet floor cleaners like the Dyson WashG1 simplify the floor cleaning experience and provide a modern efficient and hygienic solution” To help take the guesswork out of mopping, the brand new WashG1 is Dyson’s first dedicated wet floor cleaner that tackles wet and dry debris in one go. Engineered for hygienic cleaning and maintenance, the WashG1 is revolutionising wet floor cleaning, removing the need for multi-products and multi-steps to achieve a barefoot clean feel around the home. To put the product to the test, Dyson have cleaned one of London’s most iconic landmarks The Victoria and Albert Museum. From cleaning the grand marble floors housing the most prestigious exhibits, to cleaning up leftover food in the Gamble Room Cafe, the WashG1 had a dirt busting tour of the museum leaving it spotless. Images can be found here. The WashG1 introduces Dyson’s engineering expertise to cleaning hard floors. With a 1 litre clean-water tank to cover flooring up to 290m2, the Dyson WashG1 uses a combination of hydration, absorption, and extraction technologies to remove wet and dry spills and stains simultaneously. The Dyson WashG1 is available to purchase now from Dyson.co.uk, retailing at £599.99.

Typically thought of as being an easy to clean area of the home, hard floors have risen in popularity in recent decades. Globally, hard floors are the most common floor type,2 and research released today by Dyson has uncovered poor cleaning habits that mean hard floors are likely to be harbouring an array of hidden nasties. This comes as 32% of Brits – equating to 21.6 million people in the UK – will use the same dirty mop head for six months or more before replacing it. What’s more, one in 20 also admit to keeping the same mop for a year or longer, and one in 10 think it is acceptable to use the same mop 100 times, spreading dirt around their floors every time they use it. Cross contamination is a primary issue for most common and traditional mopping methods with germs and bacteria further being unknowingly spread around homes as Brits use dirty water to clean floors.3 45% only change the water to new water between rooms, whereas 41% wait even longer until it looks dirty. This could mean that floors are being washed with dirty water, adding more dirt rather than taking it away. Surprisingly, almost one in 10 (9%) even admit to not changing the dirty water at all when mopping. Over a quarter (28%) admit to mopping their floors once a fortnight or less while over half (53%) admit they don’t regularly clean behind appliances and leave dirt to build up for as long as six months at a time. image002.jpg On how to achieve a perfect barefoot clean feel after mopping, Geli Lee, Dyson Engineer and Home Cleaning Expert offers their top tips for eliminating dirt around the home: 1. Create a cleaning schedule to stay on top of dirt build-up. In the last year, there has been a 15% global reduction in the number of people who maintain regular cleaning schedules. 47% of the British public admitted to only being motivated to clean when they spot visible dirt or dust.4 Regular floor cleaning with a wet hard floor cleaner like the Dyson WashG1™ removes more stubborn dirt than vacuuming alone. It is important to have a debris free surface, clear any clutter from the floor or other surfaces. Choose the right machine: Different vacuums are designed for different floor types and home sizes. Some machines will be engineered with hard floors in mind and will struggle on thick pile carpets, for example. Choosing the right machine for your home will make a big difference to the ease and speed with which you’re able to clean your home. Clean your floors ‘little and often’. Washing your floors frequently in areas that receive more foot fall will help to stop dirt building up and getting trodden into your floor. Using a dedicated wet floor cleaner on hard flooring such as the Dyson WashG1 is helpful for this, as the versatile format means it vacuums and washes the floor simultaneously. Cleaning schedules have also become less regimented. In recent years only 41% of people claim to have a regular cleaning schedule, and 60% admit to cleaning reactively; being motivated to clean only when there is visible dirt or dust5. It’s perhaps not surprising, that a fifth of people are still concerned their floors are dirty after they’ve mopped them (22%) and one in four6 feel extremely worried about indoor dust at home. Geli Lee, Dyson Engineer and Home Cleaning Expert reveals why it is important to change the way we mop: “Cleaning your hard floors properly and regularly is important for maintaining a healthy environment around your home. Without a proper cleaning routine, dirt may unknowingly build up and spread around your home. It is evident from our research that current mopping habits mean British households aren’t cleaning their floors as effectively as they should. “From ignoring problem areas where dust and debris build up, cross contamination with dirty water to not replacing mop heads or inconsistent cleaning, current mopping behaviours may be making floors dirtier as opposed to cleaner. Moving away from traditional methods, wet floor cleaners like the Dyson WashG1 simplify the floor cleaning experience and provide a modern efficient and hygienic solution” To help take the guesswork out of mopping, the brand new WashG1 is Dyson’s first dedicated wet floor cleaner that tackles wet and dry debris in one go. Engineered for hygienic cleaning and maintenance, the WashG1 is revolutionising wet floor cleaning, removing the need for multi-products and multi-steps to achieve a barefoot clean feel around the home. To put the product to the test, Dyson have cleaned one of London’s most iconic landmarks The Victoria and Albert Museum. From cleaning the grand marble floors housing the most prestigious exhibits, to cleaning up leftover food in the Gamble Room Cafe, the WashG1 had a dirt busting tour of the museum leaving it spotless. Images can be found here. The WashG1 introduces Dyson’s engineering expertise to cleaning hard floors. With a 1 litre clean-water tank to cover flooring up to 290m2, the Dyson WashG1 uses a combination of hydration, absorption, and extraction technologies to remove wet and dry spills and stains simultaneously. The Dyson WashG1 is available to purchase now from Dyson.co.uk, retailing at £599.99.

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