Consumer polls and surveys continue to demonstrate the growth of digital Pay2Play digital entertainment. For many years the stereotypical gamer was seen as young, male and with plenty of time to kill. Technology has altered lifestyles beyond recognition in just a few years and gaming is no exception, as the widespread adoption of smartphones has created a new generation of older gamers.

According to а survey carried out by One Poll at the beginning of May, more than half of the interviewed smartphone owners between 31 and 44 years of age play games on their mobile devices. Moreover, 37% of respondents aged between 45 and 60 also engage in gaming as a pastime, with figures dropping to 26% in the age group 61 and over.

This means that an estimated 15 million UK consumers over the age of 31 represent a potentially powerful gaming market, the Daily Express reported.The survey was commissioned by mobile operator O2 and researchers interviewed 2,000 British smartphone owners.

The poll also revealed that, as well as reaching new audiences, games are claiming more loyal followers, as 58% of those who played games did so on a daily basis. Many of those were former gamers that had dropped the habit for a few years but have now returned to the activity. The most popular games for people over 31 were Angry Birds, Solitaire and Temple Run, the poll found.