Tapjoy-2019年现代手机游戏报告（英文）-2019.6-15页_1mb

2019 PERSONAS: Modern Mobile Gamers Summary

Core Content

The 2019 PERSONAS: Meet the Modern Mobile Gamer report by Tapjoy provides a comprehensive analysis of three major mobile gamer segments in the United States: Millennial Mobile Gamers, Parent Mobile Gamers, and High Income Mobile Gamers. The report highlights the growing influence of mobile gaming in mainstream culture, the diversity of the audience, and the increasing acceptance of in-game advertising as a valuable and engaging medium.

The survey included 18,442 responses collected from March 27th to 29th, 2019, via in-app offerwalls across various mobile games. All respondents were over the age of 18 and resided in the continental U.S. The data reveals that mobile gaming is now a daily activity for many, with a majority of respondents preferring it over social media or television.

Main Trends and Insights

• Mobile Gaming is Universal:
  Mobile gaming is now a part of daily life for people of all ages, genders, and backgrounds.
  • 69% would rather give up social media or TV than mobile games.
  • 72% prefer rewarded advertising over interstitial ads.
  • 75% live in densely populated urban/suburban areas.
  • Gaming is second only to texting in terms of mobile usage.
  • 60% identify as gamers, a 26% increase from two years ago.
  • 76% prefer opt-in rewarded ads.
  • Only 10% avoid engaging with rewarded in-app ads.
  • 77% have post-secondary education.
  • 54% earn more than $50K per year.
  • 68% prefer to play games while relaxing at home.
  • 59% play mobile games 4+ times per day.
  • 87% play 2+ different games per week.
  • 47% play 7+ hours per week.
  • Puzzle, Strategy, and Word are the most preferred game genres.
  • Entertainment & Movie Promotions, eCommerce Apps, Travel Apps, and Financial Apps are the most likely to engage with these gamers.

Key Audience Segments

1. Millennial Mobile Gamers

• Demographics:

  • Primarily educated females in densely populated areas.
  • 52% are married or in a serious relationship.
  • 54% do not have children.
  • 77% have post-secondary education.
  • 66% are employed part-time or full-time.
  • 54% earn more than $50K per year.

• Behavior:

  • 67% would give up social media or TV for mobile gaming.
  • 68% prefer to play games at home, away from distractions.
  • 59% play 4+ times per day.
  • 87% play 2+ different games per week.
  • 47% play 7+ hours per week.
  • 67% would engage with a video ad in exchange for a reward.
  • 76% prefer opt-in rewarded ads.
  • 93% prefer ads that impact gameplay.
  • 72% prefer rewarded ads over interstitials.
  • Only 10% avoid rewarded in-app ads.

• Representative Persona: Sasha, a 28-year-old nurse from Chicago.

  • She plays games to unwind and prefers rewarded ads for in-game currency or content.
  • She uses her phone for travel, entertainment, and social media.

2. Parent Mobile Gamers

• Demographics:

  • Educated females in suburban areas with two or more children.
  • 66% are married or in a serious relationship.
  • 54% have two or more children.
  • 73% have post-secondary education.
  • 62% are employed part-time or full-time.
  • 60% have one or more children.
  • 57% are in a serious committed relationship.
  • 77% are urban/suburban.

• Behavior:

  • 67% would give up social media or TV for mobile games.
  • 93% prefer ads that are part of gameplay.
  • 84% have been playing mobile games for 2+ years.
  • 55% spend more time on games than social networks.
  • 87% play 2+ times per day.
  • 85% play 2+ different games per week.
  • 17% are single.
  • Photo & Video usage is the second most popular activity after texting.

• Representative Persona: Ava, a 43-year-old high school principal from Houston.

  • She uses her phone for texting, photo/video, gaming, social networking, and shopping.
  • She plays Puzzle, Strategy, and Word games to relax.
  • She is interested in eCommerce, Real Estate, Entertainment, and Puzzle Games.

3. High Income Mobile Gamers

• Demographics:

  • An equal split between males and females.
  • 60% have one or more children.
  • 57% are married or in a serious relationship.
  • 77% have post-secondary education.
  • 62% earn more than $75K per year.
  • 43% are 39 or older.
  • 77% are urban/suburban.
  • 6% are self-employed.

• Behavior:

  • 88% have been playing mobile games for 2+ years.
  • 74% prefer opt-in rewarded ads.
  • 67% would engage with a rewarded video ad.
  • Only 6% are unlikely to engage with rewarded video ads.
  • 55% spend more time on games than social networks.
  • 87% play 2+ times per day.
  • 85% play 2+ different games per week.
  • 56% also game on consoles.
  • 72% prefer rewarded ads over interstitials.
  • 76% prefer opt-in rewarded ads.
  • 93% prefer ads that are part of gameplay.

• Representative Persona: Foster, a 37-year-old financial analyst from New York.

  • He plays games during his commute and on weekends.
  • He uses his phone for fitness, finance, communication, and shopping.
  • He prefers mobile gaming for its flexibility and convenience.
  • He is interested in Financial Apps, eCommerce Apps, Travel Apps, and Entertainment & Movie Promotions.

Conclusion

The report underscores the diversity and engagement of the mobile gaming audience, emphasizing that mobile gaming is not just a hobby but a significant part of daily life. The data shows that advertisers should consider mobile games as a key platform for reaching a broad and attentive audience. With a growing number of users identifying as gamers and a strong preference for rewarded advertising, brands have a unique opportunity to connect with consumers in a meaningful and interactive way.

Tapjoy encourages advertisers to leverage mobile gaming as a strategic channel to reach a wide range of demographics, including millennials, parents, and high-income earners, who are all increasingly receptive to in-game advertising.