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./.、,:pgrticFpateinexchange.；.:visualstyle.-FebruaryandJune202T.;.*.,*M,