2021年Z世代移动报告（英）-19页_3mb

Summary of "2021: Gen Z Edition - The Modern Mobile Gamer™"

Core Content

This document provides an in-depth analysis of Generation Z (born in 1997 and later) as a key demographic within the mobile gaming and advertising space. It highlights their unique relationship with mobile technology, their preferences in advertising and brand engagement, and their shopping behavior.

Main Findings

• Gen Z as Digital Natives: Born into a world dominated by smartphones, they are considered true digital natives. Over 78% of them consider mobile their most important device, and nearly half replace their smartphones every 2-3 years.
• Mobile Gaming Dominance: Mobile is the preferred gaming platform for Gen Z, with 86% using it, compared to 42% for consoles/handhelds and 38% for PC. They are also highly engaged with mobile games, with 55% finding them "more fun and engaging than expected" during the pandemic.
• Ad Engagement Preferences: Gen Z prefers rewarded mobile game ads over other ad formats. 53% engage with these, compared to 38% on Instagram, 23% on TikTok, and 22% on Facebook. They are more receptive to ads that offer value and are non-intrusive.
• Shopping Behavior: Gen Z is active in mobile shopping, with 68% shopping on mobile phones 1-4 times per week. They often make purchases through branded apps, e-commerce storefronts, and Instagram ads. 32% have made purchases from rewarded ads, and 34% complete these offers daily.
• Pandemic Impact: The pandemic significantly increased mobile game usage, with 71% of Gen Z reporting playing more games. They also increased their time spent shopping, especially for home goods, meal kits, and to-go food.
• Brand & Ad Preferences: Gen Z values meaningful and creative content over traditional advertising. They prefer short videos, memes, and social and environmental awareness in brand content. Brands that align with their values are more likely to engage them.
• Demographics: Gen Z is a diverse group with a significant portion identifying as non-binary (6%). 71% are female, 23% are male, and 6% are non-binary. 60% are single, 28% are in a relationship, and 20% are parents.
• Education & Career: Many are still in education or starting their careers, with 46% having some college education or pursuing a degree. 56% are employed, 32% are unemployed, and 5% are managers. The pandemic affected their employment rates, especially among women.

Key Information

• Survey Sample: 7,103 U.S. consumers aged 18-24 on the Tapjoy network.
• Opt-in Participation: Respondents opted in for participation in exchange for in-game rewards.
• Cohesive Branding: Campaigns were customized to match the visual style of each host app.
• Rewarded Ad Formats: These are the most effective ad formats for Gen Z, with 54% preferring them over others.
• Purchasing Priorities: Gen Z considers brand values, sustainability, and social impact when making purchasing decisions.

Key Personas

Jada, 23 — San Francisco, CA

• Recent college graduate
• Works in a tech company
• Uses mobile for gaming and social media
• Engages with rewarded ads for discounts and virtual rewards

Devon, 20 — Wayne, NJ

• College student
• Uses mobile for socializing and gaming
• Prefers brands with ethical values and transparent practices
• Engages with mobile games and social media for shopping and entertainment

Dakota, 18 — Boulder, CO

• Server at a family restaurant
• Defers college for work
• Engages with mobile games and social media for entertainment
• Prefers simple, relaxing mobile games and rewarding ad experiences

Conclusion

Gen Z is a valuable and engaged audience for mobile marketers. Their strong ties to mobile devices, preference for rewarded ads, and values-driven approach to brand engagement make them an ideal target for future campaigns. The document emphasizes the importance of understanding their unique behaviors and preferences to effectively connect with them in the mobile ecosystem.