Gaming avatars have become a high-frequency form of digital expression. Roblox users updated avatars an average of 274 million times per day during the first half of 2025, while Roblox Marketplace averaged 18.8 million daily visitors in the same period. These figures sit alongside survey evidence that avatars influence identity, fashion, shopping, and communication.
Contents
- How often players update gaming avatars
- Why players customize avatars
- Digital fashion and brand influence
- Avatar makeup, emotions, and communication
- Purchasing and spending patterns
- Inclusion and avatar design preferences
- The creator and production ecosystem
How often players update gaming avatars
Avatar customization is a repeated activity rather than a one-time profile decision. In the first half of 2025, Roblox users updated their avatars an average of 274 million times per day. The figure comes from Roblox Avatar Makeup launch, 2026, which reports activity associated with the platform’s avatar ecosystem.
Roblox’s longer-term figures also show substantial volume. During the first three quarters of 2023, users made 165 billion avatar updates, a 38% year-over-year increase. In that same period, users bought nearly 1.6 billion digital fashion items and accessories, up 15% year over year. Both figures are from the Roblox 2023 Digital Expression report.
Hair was a particularly active category in 2023. Roblox users purchased more than 139 million hairstyles, and 7.3 million users bought five or more hairstyles. These figures are from Roblox SIGGRAPH 2024 and indicate that repeat changes can involve a specific feature, not only complete avatar overhauls.
| Activity or marketplace measure | Figure | Measurement period |
|---|---|---|
| Average avatar updates per day | 274 million | First half of 2025 |
| Marketplace daily visitors | 18.8 million | First half of 2025 |
| Marketplace year-over-year traffic change | 17% increase | First half of 2025 |
| Avatar updates | 165 billion | First three quarters of 2023 |
| Digital fashion items and accessories bought | Nearly 1.6 billion | First three quarters of 2023 |
The Roblox Replay 2025 report says Marketplace traffic was up 17% year over year in the first half of 2025. Roblox also reported that an average of 97.8 million users came to the platform each day in 2025 to discover, create, express themselves, and play with friends, according to Roblox commerce launch, 2025.
Why players customize avatars
Survey results from 2025 connect avatar changes with creativity and identity. Among surveyed Gen Z Roblox users, changing an avatar was associated with expressing creativity 47% of the time. Trying out a new identity and standing out each accounted for 38%, while matching a mood accounted for 37%. These results are from Roblox Replay 2025.
The same report found that 84% of surveyed users said their physical style is influenced by their digital self. Another 87% said they felt more comfortable expressing themselves offline after experimenting with their avatar online first. Respondents were 6.3 times more likely to say avatar expression felt better or more “me” than posting photos on social media.
Style experimentation also had high reported importance. In 2025, 76% of surveyed users said experimenting with style in immersive spaces was highly important. Among surveyed Gen Z users in 2023, 84% said digital fashion was at least somewhat important, while 85% said its importance had grown at least somewhat over the previous year. The Roblox 2023 Digital Expression report records 53% saying that importance had grown a lot.
Avatar styling can also be routine. The Roblox 2022 Metaverse Fashion Trends report states that the vast majority of Gen Z active on Roblox had customized their avatars, with half changing clothing at least every week. In that 2023 reporting period, 53% said their style changed based on mood or feelings on a particular day, 37% changed clothing based on where they were going in the metaverse and what they were doing, and 42% changed clothing to immediately try on a new purchase.
Digital fashion and brand influence
Branded digital fashion is a substantial part of the avatar experience described by the surveys. In 2025, 70% of surveyed Gen Z Roblox users had worn branded digital fashion, and 60% said it was extremely or very important that their avatar wear clothes from recognized brands. The Roblox Replay 2025 report also found that 69% said branded avatar items help them try new styles and express themselves.
Brand exposure can move between digital and physical settings. In 2025, 54% of surveyed users said trying branded avatar items made them feel more positive about a brand. Another 69% said their physical purchasing decisions were influenced by digital trends, and 88% said digital fashion is used as a preview tool before buying physical clothing. In addition, 64% were extremely or very likely to consider a brand in the physical world after wearing it virtually.
The earlier Roblox 2023 Digital Expression report recorded a similar relationship. In 2023, 84% said wearing or trying a brand item virtually would make them at least somewhat likely to consider that brand in the physical world, while 50% said they would be very or extremely likely to do so. Three in four respondents said wearing digital fashion from a recognized brand was at least somewhat important, and 47% called it very or extremely important.
Context matters when branded items enter an experience. In 2025, 68% of surveyed users said branded style options must match the game theme. The comparable figures were 56% for role-playing experiences and 54% for fashion-focused experiences. More than 94% of surveyed Gen Z Roblox users said they explored a brand’s physical offerings after receiving freebies for their avatar. These measurements are from Roblox Replay 2025.
Avatar makeup, emotions, and communication
Makeup is another customization category with high reported engagement. In 2025, 58% of surveyed Gen Z Roblox users had worn makeup in the previous three months. Of those makeup wearers, 84% used makeup a few times a week. The figures are from Roblox Avatar Makeup launch, 2026, and the measurement period should not be read as a platform-wide count of every Roblox user.
Purchase interest was also reported. In 2025, 87% of surveyed users said they were willing to purchase makeup on Roblox monthly, while 85% said customizing avatar makeup made them more excited about playing games. Among Gen Z makeup users, 83% were interested in putting their favorite makeup brands on their avatar.
The reported brand effect differed slightly by audience. In 2025, 76% of surveyed makeup users said avatar makeup from a brand made them more likely to consider that brand in real life. The corresponding figure for all surveyed Gen Z Roblox users was 71%. Both statistics are from Roblox Avatar Makeup launch, 2026.
Avatars also communicate through movement and expression. In 2025, 73% of surveyed Gen Z Roblox users wanted their avatar to express a full range of emotions. Emotes were used for fun and aesthetic reasons by 54%, to reflect how users were feeling in an experience by 49%, to entertain others by 48%, and to communicate with other players by 43%. These are reported survey percentages from Roblox Replay 2025, not counts of all Roblox emote actions.
Purchasing and spending patterns
Surveyed users described several levels of digital-fashion spending. In 2023, 52% said they were comfortable budgeting up to $10 per month on digital fashion, 19% were willing to spend up to $20 per month, and 18% were open to spending $50 to $100 per month. The Roblox 2023 Digital Expression report presents these as self-reported willingness measures.
The Roblox 2022 Metaverse Fashion Trends report gives a separate view of digital fashion spenders. In 2023, 31% typically spent up to $5 per month, 30% spent up to $10 to $20 per month, and nearly 12% spent $50 to $100 per month. Over 1 in 4 respondents said they had spent anywhere from $20 to over $100 on a single virtual item. These categories come from a different report and should not be combined into a single spending distribution.
Shopping behavior also crossed social settings. In 2025, 41% of surveyed Gen Z Roblox users preferred shopping with friends in the physical world, while 54% preferred shopping with friends in the digital world or liked both equally. The Roblox Replay 2025 report also found that more than 94% explored a brand’s physical offerings after receiving avatar freebies, linking virtual acquisition with reported product discovery.
Inclusion and avatar design preferences
Customization breadth is an important design criterion in the supplied Roblox survey results. In 2023, 70% said a full range of skin tones was important for avatar customization. The same share said a full range of hair colors, textures, and styles was important, while 64% said a full range of body sizes was important. These findings are from the Roblox 2022 Metaverse Fashion Trends report.
Users also described a close relationship between digital and physical presentation. In 2023, 70% said their avatars dressed at least somewhat like their real-life style, and 70% said they also got physical style inspiration from dressing their avatars. In the Roblox 2023 Digital Expression report, 56% of Gen Z respondents said styling their avatar was more important than styling themselves physically. Among older Gen Z respondents aged 22–26, the figure was 64%.
The same 2023 report found that 52% considered stylish digital clothes the top attribute they looked for in a cool-looking avatar. Roblox’s 2022 Metaverse Fashion Trends report also found that 58% considered a digital fashion designer career impressive or more impressive than a physical fashion designer career. Among people spending up to $100 per month on avatar fashion, 54% said being a digital fashion designer was more impressive.
The creator and production ecosystem
Avatar statistics also describe the people and tools behind the assets. In 2023, more than 11.5 million creators designed over 62 million virtual clothing and accessory items on Roblox, according to Roblox 2022 Metaverse Fashion Trends report. This is a creator-output figure, not a count of unique commercially successful products.
Production workflows have changed. In 2024, creating a new avatar from a 3D mesh could take up to a week per avatar for professional creators before automation improvements. Roblox SIGGRAPH 2024 says Avatar Auto Setup reduced that same workflow to minutes. The pipeline includes caging, rigging, and skinning stages, and Avatar Auto Setup can convert input geometry-only models into Roblox-compatible, customizable, animation-ready, rigged, and skinned avatars.
Roblox also reported that the human scalp has somewhere between 100,000 and 150,000 hair follicles on average, illustrating the scale of realistic avatar-hair simulation. In March 2024, Texture Generator launched in public beta while Avatar Auto Setup was available in alpha, according to Roblox AI avatar announcement, 2024.
Other creator-tool figures show the broader development context. During an 11-month beta, creators adopted about 300 million characters of code suggested by Code Assist. Toya Play reported a 5% increase in efficiency among creators using Code Assist. Roblox also recorded 19.7 billion translated messages after launching automatic chat translations in 2024, about one third of all messages sent on Roblox. These figures come from Roblox AI avatar announcement, 2024 and describe platform tools and communication at the time reported.