This is just a sneak peek at the thousands of consumer insights available to CivicScience clients. Discover more data.
What We Know
Roblox, the online platform where users can program and play games, is rapidly gaining traction among Gen Z and Gen Alpha. Reports suggest it’s rising as a social media alternative, offering younger demographics a space for community building and content creation without the distraction of social media ads. In addition to its popularity with Gen Z and A, Roblox exceeded analyst expectations in Q3, with record daily usage and hours of engagement, showcasing its continued growth and success.
At the same time, CivicScience tracking shows that the percentage who play video games in general is on the rise. Twenty-four percent of Americans report playing video games daily, up from 19% in 2023 – and this rises to 32% among Americans 18-24 and 33% among Americans 13-17.1
Answer our Polls: Have you ever played Roblox?
What We’re Seeing
Here’s what CivicScience’s ongoing tracking reveals about Roblox:
- Twenty-four percent of U.S. consumers aged 13+ play Roblox, up a whopping 18 percentage points from 2020 (6%).
- Among U.S. parents of Gen Alpha, this figure increases to 65% for their children under age 14.
- Looking specifically at younger generations, 48% of Americans aged 13-24 play Roblox, up from 42% in 2022 and 12% in 2020. Additionally, experience increased 20 percentage points among Millennials aged 25-44 (39% up from 19% in 2022).
- Among households with Roblox players, 60% spend money on upgrades, abilities, and other expenses on Roblox each month, up from 46% in 2020 and 59% in 2022. The majority of Roblox players spend under $25 each month.2
- Americans 13+ are most likely to play via smartphone, whereas parents of Gen Alpha say their children are most likely to play via tablet.
What We Can Expect
What Roblox trends can we expect to see in the upcoming months? Here’s what CivicScience data say:
- Roblox is gaining traction among U.S. adults 13+. Six percent don’t currently play the game but intend to do so. However, this stands slightly lower than Minecraft intent (8%).
- Playing Roblux may be a family affair – 44% of parents of Gen Alpha children play Roblox.
- Robox, the in-game currency, could be a popular holiday gift this season. Among those familiar with the platform, 19% of U.S. adults plan to gift Robux this year, up from 12% in 2022.
- Those optimistic about their personal financial situation are most likely to be Roblox intenders and players – hinting that current players could spend more money on the platform and non-players could be more inclined to sign up.
Join the Conversation: Roblox or Minecraft?
What To Take Away
Over the last two years, Roblox has made significant progress in capturing younger consumers. Not only has the percentage of users grown since 2022, but players are also spending more on the game, which is a positive sign heading into the holiday season.
As more U.S. adults become familiar with the platform, Roblox is poised to benefit from heightened visibility and increased consumer spending, paving the way for continued growth. For brands, this offers an opportunity to connect with younger, tech-savvy audiences through targeted advertising, making it advantageous for brands to keep a close eye on this evolving platform.
