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.
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.
