Why parents who play mobile games are attractive targets for advertisers (part 2 of 2)
Tapjoy surveyed 5,498 parental consumers in the United States, 39% of whom were between the ages of 25 and 39. Tapjoy started as a sample of people involved in 'offers' that rewarded them in-game when they completed special 'offers' such as Netflix subscriptions. So Tapjoy's user base is made up of American mobile gaming parents.
About 79% of the Tapjoy group said gaming was one of their favorite mobile activities. And while I love getting free stuff in games, I've also found myself to be quite the consumer. Nearly three-quarters of gaming parents shop on their mobile devices one to four times a week, and 73% say the convenience of mobile makes for an ideal shopping experience. And about half of parents have increased their mobile shopping during the pandemic and will continue to do so.
Also, 47% are back to school this year and 56% plan to spend more during the 2021 winter break. That's a pretty strong economic signal, Fitzgerald said, as it shows mobile game users aren't slowing down even during the pandemic.
It's a very clear pattern of reaching people through mobile games and having them shop on mobile. (Fitzgerald)
Parents are very important targets for advertisers because they hold the money. They use both for themselves and their families. By sharing this report, Tapjoy hopes brands can better understand their parents' habits and preferences and engage with them more effectively.
The data also highlights MobileVoice's market research capabilities, which can be used directly by brands to gain specific consumer insights.
In marketing, 51% of parents say they prefer humorous branded content. A quarter of parents also prefer branded content to be educational compared to 18% of non-parents. Parents today greatly prefer paid advertising, with 46% saying it is the ad format they most prefer to engage with. 12% prefer Instagram and 10% prefer Facebook.
Additionally, Tapjoy's latest report includes research and analysis of modern family structures. Only 55% of those surveyed were married, and modern parents are avoiding fixed gender roles and adopting a more balanced approach to work, childcare and household chores. there is
Tapjoy collected data from surveys conducted on its network in February and June. Survey responses are filtered to include all respondents who live in the United States and are identified as parents.
We look forward to sharing data that advertisers can use to match their network advertising to what consumers want. What we found is the types of content and ads that parents are responding to and want to respond to. (Fitzgerald)
71% of the parents surveyed were female, revealing that the rewards Tapjoy offers appeal to female gamers.
Does your mom play mobile games? What we discovered is that the vast majority of parents are women. I think this is very important. (Fitzgerald)
[via VentureBeat] @VentureBeat
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