2021年手游报告之父母篇(英)-19正式版.docx
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1、MODERNMOBILEjIGAMERi2021:ParentEditionTHEMODERNMOBILEGAMERTMPresentedBymobileice6THEMODERNMOBILEGAMERTM2021:PARENTEDITIONExecutiveSummary3KeyFindings5Methodology6MeettheParents7ParentPersona#18Demographics9TheNewFamilyDynamicEducation&CareerParentPersona#211MobileUsage12GeneralAppHabitsGamingHabitsS
2、hoppingHabitsParentPersona#315Brand&AdPreferences16BrandEngagementAdEngagementRewardedAdPreferencesConclusion18ConnectWithMoreThan1.6519BillionMobileConsumersTHEMODERNMOBILEGAMERTM2021:PARENTEDITIONTapjoyintroducedtheworldtotheModernMobileGamerin2017.Overtheyears,ourdemographicprofilereportshavereve
3、aledindustry-firstinsightsintowhoplaysmobilegames,howtheyengagewithads,howtheyshop,andmuchmore.Inearly2021,wekickedoffthenextevolutionoftheModernMobileGamerseriesbyconnectingwithconsumersacrossfourkeypersonas:GenZ,Parents,Millennials,andGenX.We,veunearthednewperspectivesontheirday-to-daymobilehabits
4、,adpreferences,shoppingbehavior,andmore.We,rethrilledtointroduceyoutothemodernParentconsumer.Parentsjustdon,tunderstand?Thisstatementhaslongepitomizedhowyoungergenerationshavefeltaboutthosethatcamebeforethem.Buttoquoteyetanothersong,thetimes,theyarea-changin,.Foronething,familydynamicsaremarkedlydif
5、ferentthandecadespast.Modernparentseschewtraditionalgenderroles,withlaborbecomingmoreevenlydividedamongwomenandmenwhilethenumberofstay-at-homedadscontinuestorise.Thisshifttranslatestoamoregender-neutralparentingstyle.Todaysparentsarefarmoretech-savvythantheirownparentswere.They,vegrownupwiththeinter
6、netandseenitsevolutionintothevastnetworkofconnecteddevicesweknowtoday.Modernparentsaretunedin;theyknowthemusic,thememes,andthetrendstheirchildrenareobsessedwith.Asfortheirownrelationshipswiththeirmobiledevices,parentsseesmartphonesasaconvenientwaytotakecareofbusiness.Whetheritsorderinggroceries,stoc
7、kinguponback-to-schoolsupplies,ormanagingtheirfinances,theirfirstinstinctistoreachfortheirphones.Accordingtoourdata,75%ofparentsshoponmobile1-4timesaweek,whichismorethantheaveragesforGenZ(68%),Millennials(73%),andGenX(72%).Betweentheircareersandfamily,parentsofyoungerchildrendontgetalotofdowntime.In
8、thosefleetingmoments,they,restillreachingfortheirphonesonlythistime,it,stoplaymobilegames.Nearlythree-quartersofparentssurveyedsaidtheyplaymobilegameseveryday,and33%saidmobilegameswerethelastapptheyusedatnight,beatingoutallothermobileactivities.Forparents,rewardedadsofferthebestofbothworlds-theygett
9、oenjoytheirMmeMtimeandplaygameswhilebuyingthingstheyprobablywouldhavepurchasedanyway.Ourdatashowsthatparentsoverwhelminglypreferrewardedmobilegameadstosocialmediaads,and40%ofparentscompleterewardedadoffersonadailybasis.ForthiseditionofourModemMobileGamerTMreport,wesurveyed5,498gamersontheMobiIeVoice
10、(B)byTapjoynetworkthatself-identifiedasparents.AreyoureadytomeettheParentModemMobileGamer?Becausethey,rereadytomeetyou.FINDINGThefamilydynamichaschanged.Only55%ofparentssurveyedaremarried,and77%areemployedorself-employed.Withbothparentsgoingtoworkinmanyhouseholds,houseworkandchildcarearemoreevenlydi
11、vided.Gametimeischilltime.72%saymobilegamesmakethemfeelrelaxed.Whichmakessensethatthemajorityofparentssaidmobilegamesaretheirfavoritemobileactivity,beatingsocialmediaandmessaging/communications.氏fill:Parentsareavidmobilegamers.Infact,90%usemobileasagamingplatform,comparedto31%whouseconsolesorhandhel
12、dsand23%whoplayPCgames.64%ofparentsreportplayingmobilegamesveryoftenmorethananyotherdemographicwhile70%saytheyplaymobilegamesinatypicalday.Around53%havebetweenthreeandsixmobilegamesontheirphones,andnearlyafifthhave10ormoregames!1.ikeeveryoneelse,parentsarelookingforagoodbargainandwanttogettheirmoney
13、sworthoutofpurchases.However,theyalsovalueconvenience-and73%liketheconvenienceofshoppingonmobile.Becauseofthis,to-gofoodandmealkitsubscriptionswereverypopularduringtheCOVID-19pandemicof2020.Parentsareespeciallyfondoftherewardedadmodel.Theylovebeingabletomakeaquickpurchaseinbetweenroundsoftheirfavori
14、temobilegames,andthevalueexchangemakestheoffersevenmoreenticing.Infact,40%ofparentscompleterewardedadoffersdaily.B-,bMETHODOLOGY,二.a.-、5j4Respondents.,,、;.;.The-styciysrespbo,dehtsiondandcompleted.%.JrewardedMobiIeVoieeO,.廿.、,:srveyoffersoinTheTpjoy,.)ff6rwaih-iQ1.andQ2,1-202,,:.:.4,1t.、Opt-inFrtici
15、pationJ/CohesiveBranding.SurveyPeriod,.,:、;;.Rondeftsreviewed,J.Campaignbrandingyas-.,ReSpgnsesvyerecollectedAllrespanderijsverifiedinstructionalinformation;,./OtomaticaIfycustomized-andanalyzedfrommultipletttheywiere18-yearsandoptedinto,tomatdheachhostapp.suh/eysIaufTQhQdin.,-;,ofageqolder./.、,:pgr
16、ticFpateinexchange.;.:visualstyle.-FebruaryandJune202T.;.*.,*M,l.Jorin-gamerewards.,:*.,*,.-,y,.JJ.CufatecTResponse?“Y:.,.,-Responseswerefiltered.,inordertogetthemost-“accurateandrelevantdata.Decimalswereroundedtothenearestwholenumber.-*/(/,.,*a4BudgetManagfemertt.JGeographjaTargeting,:VirtualReward
17、s:,.ExtensiveReach.?.k.,.M_V22ZTodaysparentsarefarmoretech-savvyandconnectedthantheirownparentswere.Theyveseentheevolutionoftheinternetfromthedaysofdial-uptoanalways-connectedecosystemofsmartdevices.Commandingabuyingpowerof$1.3trillion,parentsarentjustshoppingforthemselves;theytaketheirfamilies1need
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