2021-11-27-TAPJOY-2021年千禧一代手机游戏玩家报告（英）_19页_1mb

The Modern Millennial Gamer™ 2021: Key Insights Summary

Executive Summary

• Tapjoy surveyed 5,028 Millennial consumers (born 1981–1996) via the MobileVoice® by Tapjoy network.
• Key Findings:
  • Mobile is dominant in gaming (86%), shopping (73%), and daily engagement (70% play games daily, 80% shop frequently).
  • The COVID-19 pandemic increased mobile gaming (73% played more) and shopping (59% downloaded new apps, 62% bought more during the year).
  • Ad Acceptance: 63% enjoy rewarded ads via offerwalls; humor (39%) and value exchange (55%) are key engagement drivers.

Demographics & Lifestyle

• Family & Career:
  • 50% are parents; 36% have a joint earner arrangement.
  • Economic pressures (debt, job instability) influence decisions; 62% prioritize competitive pay, life balance, and company values.
• Education:
  • 36% hold a Bachelor’s/advanced degree; 53% are employed, 26% unemployed.

Mobile Usage & Gaming Habits

• Gaming:
  • 70% play daily; 62% use mobile gaming apps; puzzle/word games (52%) and hypercasual (44%) are popular.
  • 42% played new genres in 2020; 60% plan to continue post-pandemic.
• Shopping:
  • 73% shop via mobile 1–4 times weekly; top purchases: clothing (55%), to-go food (59%), beauty products (46%).
  • Spending increased during COVID; projected higher spending in 2021 holidays.

Brand & Ad Preferences

• Consumer Priorities:
  • 80% consider brand values (sustainability, DE&I) when purchasing.
  • Ad Formats:
    • Prefer rewarded ads (63% enjoy offerwalls), 55% engage with mobile game ads over others.
    • Key drivers: humor (41% finds ads funny), value exchange, and non-intrusiveness.
    • Purchase intent: 39% have made purchases via rewarded ads; 34% complete offers daily.

Methodology & Contact

• Sample: 5,028 U.S. Millennials surveyed Q1–Q3 2021 via in-game rewards and surveys.
• Tapjoy’s Offer: Zero-risk test campaigns; contact to explore MobileVoice® reach.