Results tagged “gaming” from IABlog

Who are Mobile Gamers and Why Do They Matter?

| | Comments
Mobile Gaming apps are the most popularly used mobile app type, according to the recently released IAB study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them” which is based on an IAB analysis of Prosper Insights data and represents the self-reported media behaviors of about 15,000 US adults 18 and older (A18+). Not only is Mobile Gaming the number one app type, but Mobile Gamers represent a substantial 37% of the US adult population. 
Mobile Gamer blog image.jpg
Who are Mobile Gamers and why should marketers and digital publishers care? Mobile gamers are likely to be women (56% vs. 51%A18+), professionals (35% vs. 28%), higher earners ($68k vs. $62k) and purchase influencers (40% vs. 32%). They earn more, they spend more and they’re more likely than the general population to be planning both major and minor purchases. A full 16% are planning to buy an auto (vs. 12% A18+). Female mobile gamers are more likely to be planning a vacation (25% vs. 18%A18+) while male mobile gamers are more likely to be shopping for a new mobile device (17% vs. 10% A18+). This is a desirable audience.

But perhaps most important to digital publishers, Mobile Gamers are heavy mobile media users who can also be reached on digital media via their mobile devices. While male Mobile Gamers tend to be heavy gamers (74% play videogames during the week), female Mobile Gamers’ video gaming habits are more reflective of the general population (49% game during the week vs. 44% of A18+). Female Mobile Gamers are casual gamers and they spend their time online, taking in all forms of media on their computers and smartphones.

As heavy digital and mobile users, Mobile Gamers’ purchases are much more influenced by various forms of digital and mobile media than the general adult population, providing ample opportunities to reach them using these ad formats. Not only is this desirable audience more likely to watch online video (73% vs. 56% A18+) and mobile video (65% vs 41%A18+) but they’re also more likely to watch the video ads (62% vs 34%A18+) and even say that their Electronics (18% vs. 13%A18+) and Clothing (12% vs. 8%A18+) purchases are influenced by mobile video.  

Being digitally savvy and mobile focused, 94% of Mobile Gamers regularly research products online (vs. 89% A18+) and on their mobile devices before buying. Interestingly, the products they’re most likely to research (Electronics and Clothing) are also the ones that digital advertising is most likely to persuade them in, presenting an ideal environment to serve such ads. Internet ads and Email ads have more influence on them than Cable TV and nearly as much influence as Broadcast TV. One in three Mobile Gamers say their Electronics purchases are influenced by Internet Ads (vs. 24% A18+) or Email Ads (vs. 25% A18+). Female Mobile Gamers are heavier Social Media users and 23% admit that their clothing purchases are influenced by Social Media (vs. 13% A18+). Thus, ads served to them while researching products, whether online or in the store on their phones, will likely be rewarded.  

Mobile Gamers are more likely to own a smartphone (52%) than a desktop computer (45%) and they regularly showroom. They’re also much more likely than the general US adult population to make purchases using their mobile devices. While Mobile Gamers ‘showroom’ regularly, consisting mostly of reading product reviews and price checking, they most often end up buying the product in person at the store or at a competitor’s store. Interestingly, Mobile Gamers are more likely to both check email on their smartphones (90% vs 62%A18+) and to be influenced by email ads, providing another opportunity to reach them in store. Since they’re reachable on the go via mobile while in the stores, targeted ads, offers or email coupons during their shopping experience would likely sway their purchases. After they’ve left the store, many Mobile Gamers will buy the product online, offering a second chance for advertisers to reach them through digital media.

In summary, Mobile Gamers are a desirable audience that is planning to spend and they shop armed with a smartphone. As heavy mobile users, they are reachable online and are always connected. Their overall media consumption profile implies that a sequenced media mix to these Mobile Gamers could be effective. An ad on a mobile video game, followed by a targeted ad online while they’re researching the product, then followed up with an email offer or targeted in-store offer (for those who are reached by beacons) to catch them while they’re showrooming could win Mobile Gamers’ dollars. Digital and mobile ads are likely to influence Mobile Gamers’ purchases so intercepting their online activities with ads and offers is likely to pay off. A savvy marketing mix that makes good use of the variety of digital formats and mobile technologies could transform Angry Birds into Happy Marketers and Words With Friends to Advertisers With ROI.


About the Author

sp_sruoginis_kristina_75x80.jpg

Kristina Sruoginis

Kristina Sruoginis is the Research Director at IAB.


The IAB is pleased to announce the appointment of Travis S. Howe, Senior Vice President for the Americas of Digital Sales Development & Ad Operations at Sony Pictures Television, as the new co-chair of the IAB Games Committee.

Based in New York, Travis founded the Americas division in 2006, which manages digital ad sales for Sony’s entertainment companies including PlayStation, Crackle, Sony Pictures Television (TV sites), and FEARnet. In this role, Travis is responsible for leading the strategy, sales development and digital ad operations divisions for North and South America across online, mobile, gaming console and Sony’s suite of connected devices. 

Travis.jpg Joynew.jpg.png Travis has proven leadership within the IAB Games Committee as well as numerous other IAB leadership roles including the Sales Executive and Digital Video Committees.  In his new role, Travis will work with fellow Co-Chair Joy Taylor, Senior Director, Global Media Solutions at Electronic Arts (EA) to help galvanize the committee, establish working groups and strategic direction both short and long term with the goal of driving the committee to become an even more effective face for the rapidly evolving Games space.

  
For 2013, the committee has agreed to shift focus and work toward aligning the 75 member companies with the 2013 Mission Statement as follows: 

The Games Committee is dedicated to showing the value and scale of gaming as an advertising medium which is driven by engaging content and cross platform solutions. All efforts will be centered on client objectives and needs which include creativity, scale and measurement.

The going-in key deliverables are focused on developing and executing a communication plan that educates the market on the value of gaming.  A first priority will be to update and modernize the Platform Status Report. The communication plan will be centered on key areas of focus:  Content, Platforms and Audience/Measurement. 

Please join the IAB and co-chair Joy Taylor in welcoming Travis Howe as the new Games Committee Co-Chair

The next Committee meeting wiSonyPictures.pngll take place on July 10, 10-11:30am PT at the Sony Pictures Entertainment Lot in Culver City, CA.
Please RSVP here to formally register, indicating whether you will be attending in person or remotely.  Members are asked to please answer this two question Survey Monkey which, as discussed at the last meeting, will help us to better organize the committee.

For further information on the Games Committee, please contact
Susan Borst
.


About the Author

sp_borst_susan.jpg

Susan Borst

Susan Borst is the Director, Industry Initiatives at the IAB focusing on Social Media, B2B, Games, Content Marketing and Native Advertising.
She can be reached on Twitter @susanborst.



Enhanced by Zemanta