2021年Z世代移动报告（英）-19正式版.docx

2021:GenZEditionTHEMODERNMOBILEGAMERTMPresentedBycJapioyTABC0hExecutiveSummary3KeyFindings5Methodology6MeetGenerationZ7MeetGenerationZPersona18Jada,23SanFrancisco,CADemographics9TheNewGenderParadigmEducation&CareerFamilyDynamicsMeetGenerationZPersona211Devon,20WaynetNJMobileUsage12GeneralAppHabitsGamingHabitsShoppingHabitsMeetGenerationZPersona315Dakota,18Boulder,COBrand&AdPreferences16BrandEngagementAdEngagementConclusion18ConnectWith19GenZConsumersTHEMODERNMOBILEGAMER2021:GENZEDITIONTapjoyintroducedtheworldtotheModemMobileGamerTMj2017.Overtheyears,ourdemographicprofilereportshaverevealedindustry-firstinsightsintowhoplaysmobilegames,howtheyengagewithads,howtheyshop,andmuchmore.Inearly2021,wekickedoffthenextevolutionoftheModernMobileGamerseriesbyconnectingwithconsumersacrossfourkeypersonas:GenZ,Parents,Millennials,andGenX.We'veunearthednewperspectivesontheirday-to-daymobilehabits,adpreferences,shoppingbehavior,andmore.Today,weintroduceyoutotheGenZconsumer.Inthe14yearssincethelaunchofthefirstiPhone,we,veseenanincredibledigitaltransformation.Entertainment,gaming,commerce,advertisinghardlyanindustrywasleftuntouchedbythemovetomobile.Gradually,weallgotusedtohavingfour-inchcomputersinourpocket,andnowit'shardtorememberatimebeforesmartphones.ForGenerationZ5however,thishasalwaysbeentheirworld.EventheoldestuZoomers/'astheyareknown,werejustchildrenwhentheiPhonehitthemarket.Theyliterallycan,trememberatimebeforesmartphonesbecausethattimehasvirtuallyneverexistedforthem.Asaresult,thisgenerationbornin1997andlater-hasaspecialrelationshipwithmobileplatforms.They,redigitalnativeswhogrewupwithsmartphonesintheirhands;nearlyaquarterofthosesurveyedreceivedtheirfirstsuchdevicewhentheywere10oryounger.Zoomersaretech-savvy,activeonsocialmedia,andconstantlyintouchwiththeirfriendsthroughavarietyofcommunicationandmessagingapps.They'realsoavidmobilegamers:86%usemobileasagamingplatform,comparedto42%whoreportedusingconsolesorhandheldsand38%ofPCgamers.Ontopofgrowingupinamobile-firstworld,GenerationZalsohasauniquerelationshipwithadvertising.Tothem,adshavebeenlargelyoptional;theycanskipvideoadsonYouTubeandTwitch,fast-forwardthroughcommercialsorpayafewdollarsextraforstreamingservicesthatexcludethem,andeveninstalladblockersintheirwebbrowsers.ThafsnottosayGenZisentirelyad-adverse;theyjusthavehighstandardswhenitcomestomarketingandbrandedcontent.Manyfactorsinfluencetheirpurchasingdecisions:pricingandproductquality,ofcourse,butalsobrandvaluesandsustainability.GenZisincrediblysociallyaware,andthey'reoftenlookingforbrandsthatsharethosevalues.They'realsomorecomfortablewithidentitiesthatdon,tfitestablishedstereotypes,sothegender-basedmarketingusedwitholdergenerationswon,thavethesameeffectiveness.ForthiseditionofourModernMobileGamerreport,wesurveyed7,103U.S.consumersontheTapjoynetworkbetweentheagesof18-24.AreyoureadytomeettheGenerationZModernMobileGamer?Becausethey'rereadytomeetyou.GenZisincrediblytunedintothemobileecosystem.Ofthosewesurveyed,22%ofZoomersgottheirfirstsmartphoneatage10oryounger,and61%startedusingsmartphonesbetweentheagesof11and17.Almosthalfreplacesmartphonesevery2-3years.Theirfavoritemobileactivitiesaremobilegames,socialmedia,andentertainmentsuchasstreamingappslikeNetflixorDisney+.Zoomersfrequentlyusetheirmobiledevicesforshopping.68%shoponmobilephones1-4timesperweek.60%ofZoomersfrequentlypurchaseto-gofoodordelivery,and57%makefrequentretailpurchasesonmobile.Theirpreferredwaystomakepurchasesonmobileareonbrandedappsande-commercestorefronts,throughrewardedoffersinmobilegames,andthroughInstagramads,respectively.53% report engaging with rewarded mobile game ads compared to 38% on Instagram, 23% on TikTok, 22% on Facebook, 17% on Twitter, and 16% on Google Shopping.ESTheypreferrewardedmobilegameadsoversocialmediaandsearchadvertising.GenZhasauniquerelationshipwithadvertisingandtheirfavoritebrands.Theydislikeintrusiveadsandinauthenticbrands,buttheyvaluemeaningfulandcreativecontentsuchasfunnyvideos,shareablememes,andsupportofimportantsocialandenvironmentalissues.TheCOVID-19pandemicledtoariseinmobileactivity.71%ofZoomersreportedplayingmoremobilegamesin2020.and55%foundmobilegames"morefunandengagingthanexpected5'duringthepandemic.Overone-thirdofZoomerssaidtheyspentmoretimeshoppingduringthepandemic一particularlyforhomegoodsandmealkits!METHODQek"：<Q.*,一.,.“7jTRespondents.，.-.The-styciy'srespQQdehtsfondandcompleted.，b',二.a.-1，,.'.，.、Opt-inParticipation/CohesiveBranding.SurveyPeriod"kfcEJ-I,'I4,，'/-.I.i；.Rondeftts'reviewed,.：,Campaignbrandingwas-.，ReSpgnsesvyercollectedAllrespanderijsverified：instructionalinformation；,./3OtomaticaIfycustomized-andanalyzedfrommultiplettthey'w<ere18-yearsrewardedCPAsurveyoffers二andoptedinto,tdmatdheachhostappis'suh/eysIauHQhQdin.,-',ofageqolder.'、,：otheTapjy,ffen(yan.,1"：pgrticFpateinexchange,；.:visualstyle.-'February2021.',：.''、：'一二Jorin-gamerewards.-1,r：.:、.,：,.：,'、,：:*,'t,Ib.,$a»K,.,.",ll'"W,.".',-：'(：'.；：二起;,.JJ.CufatecTResponse?“Y':.,.,''-Responseswerefiltered.",inordertogetthemost-“'accurateandrelevantdata.Decimalswereroundedtothenearestwholenumber.*0,，,.,.、，.，、.¾eA*BudgetManagement'.-geographicTargeting"VirtualRewards,ExtensiveReach.'，,b.'e.».',.J'.、.1,.I:.,*,.CarripaignspendwaS'>:throttledClyQarTiiCa%basedonoirgoals.,andrequirements/-,.'/U.S.targeti11gwasdefined；,"Inexchange'for-.-Ttiesurveycampaign.byisers'devicesettingsat：partteipation,respondents-.wasdistributedAcrossa.-theJimethe'surveysWere一：-'"receivedmobilegarbe"'：.varietyotpopularmobile.,conductedflndconfirmedj,-rewardsorprerniom、丁：""gamesin'theTapjoy.：.by(herespondents.;'4contennativeteach./；"mobileadnetwork.，.y,'：;game,virtual-economy:."'：,：,mobileadnetwork.XXfc、WWssMEETGENE、.Wn*'xGenerationZ,adiversegroupbornin1997andlater,isthenewestdemographicreachingadulthood.Don,tlettheirrelativeyouthfoolyou:Zoomersrepresent$140billioninbuyingpower,andthey'reontracktobethemostsociallyandpoliticallyawareandbest-educatedgenerationyet.They'realsoexceptionallytech-sawy,particularlywhenitcomestomobiledevices;manyofthemhaveneverknownaworldwithoutsmartphones.Jada523SanFrancisco,CADevon,20Wayne,NJDakota,18Boulder,CO Recent college graduate Just landed an entry-level position at a growing tech company Long public transportation commutes provide ample time for mobile gamestext messages, and comments on her latest Instagram story. But when she really wants to unwind and blow off steam, she's either marathon-streaming her new favorite show or playing video games.Favorite mobile games:Design HomeEpisodeCovet FashionKim Kardashian:HollywoodJada5 23 San Fransisco5 CAworkrequireshertobetech-savvy,andforsomeonewhogrewupwithasmartphoneinherhand,that'sneverbeenaproblem.Herphoneisneverfar,andthescreenisconstantlyAlifelonggamer,JadahasabeefygamingPCandacoupleofconsolesathome,btshe'salsoalwaysonthelookoutfornewmobilegames.Havinggrownupintheeraofsmartphones,shecan'trememberatimewhenmobilegamesweren'tmainstream,andshe'sconstantlysearchingforhernextobsession.Hercurrentfavoriteisafantasyrole-playinggame,andshelikestoclearherheadafterworkbyplayingitontheBARTcommutehome.Sometimesshe'ssoengrossedthatshealmostmissesherstop!WhenJadagetsstuckwithoutin-gamecurrency,she'llusuallycheckoutavailableoffersshecancompletefordigitalrewards.Afteraparticularlyproductivedayatwork,sheseesanofferfora20%discountonamonthlybeautyboxsubscriptionherfriendshavebeentellingherabout.Asanewprofessionalwhosecollectionofdrugstoremakeupneedssomeseriousupdating,Jadadecidestosignupforthediscountedtrial.Onceshecompletesherpurchase,shereceivestherewardssheneedstomoveontothenextcheckpointinhergame.DEMOGRAPHICz,'r，、'八一;,'.,'.、'.'-.,Y2,；G公-.ThQNKWGenderParadigm；:：k.>.,»,.i.,、.:VZitheeiyriewgeneFion,genderbasdstereotypes,arbecomingnre.：、obsolete.'ThisespeciallytrueinQfeheratibnZ；whichhadfheIaregSt,二peYpeageofsphdentswhoidentifie.dasgenderfluid'rionbi11ary,or，,genecqueer.Mn*anc"womnaalsosteppingoutside-oflong.；/''、：'Y,4,.,*,.、.，J,.，“*,.esbished.genderroles,andjalff-Zomersbelievetraditiongender丫.normsae4outdated?-'4>.，.(；.fc.,.J.4z:',"-v.",:"',*-.,*z、,''Family.Dynamics.,.-,：；=,.；：".”,"<",.'.,丁，.GeneratiorijZisOverwhlmilnglysingle;and6ildfre;Atthistageinlife；.,、.theyWmorefocusedongettingan,educationrstangacareer(hn.；,4gettingmarriedandhavingchildren.Thatmeanstheirdisposable.：'',*'>r3.*e_、.酎*j.1Gome,4hough'Iimitedjsoftenspenton-hobbies,"entertaiment,and'.-;'，：JJ：otherinterests.b.1、,.-,Y7.FAMILY6.0%aresingle=.'.；28%a1,二"、；,-.relationship.,：1.":v.''''',"工.2s0%,gparents,''，'C/.'、',、.fc,；12%arerarrieorin.a".,：,domscpartnetsip.,.,"d.*t.DEMOGRAPHICS?'56% are currqritu employed . '一 . ，PROFESSIONAL LIFE,.,.× . ' . '. 5% are .currently managers ； ：，.*,o.“，”，,*.W2EdUea>H&Career>.S.-.*.，1-,7l.,fcV-*".With'tholdestZpo11iesapproachingtKirmid120s,muchgfGenerationZisCurrently.pdrsuihgan'edyca;inQr.embarki.ngon.profQssionalCareersfHavihggrownupduringalong,b.,.*.¾.、.BeriOciofeconomickrmoil,Zoortiershaveseenfirst-handth©effectsofrisingcostsand*力,一.fc'fc(、>.、.,.,UrietnplQymenton4heifparentsapdoldersibHngs.：.*'-'>«,.*'«,.a,.J.J.,.-H，；OurdtashosthatGenZiSfKemst.likelyage.groupftbhe.tjnemploy&d;manyof.the'Qrestillinschooland/orfeling*Onoutsidesupport.Ontppofthat/theCOVID-19；w.,pandemicImpactedGenZespecially'hard,.Ieading.to；ariseIntheifUnehnpldyment-rate.，.£-""7÷5¢speciallyamongworeri.'*,".；,、.：I'':二;,f,.*1.,1,、，-.32%areunermployed>:，.：yI.HIGHESTLEVELOFEDUCATIONTOPFIVEINDUSTRIESTOindustriesGe11ZinGENZWORKSIN:46%havesomecollege:'educationand/orare.,>currentlypursuingadegree".23%haveatleastaBachelor'sdegree,".a1.Art/EritOrtainment',，.,.；,.、'''Education,广：.4、4：.,!J1、ConStiUCtion/Engineering.："；”；：.，；一.'飞也Agriculture.,J.：W_,.fc,*.39%of.worrnareunemployed.,.、.,'.27%ntrenareunemployed.,1,，.':.*1'.,，I。.，,.34%,.Qtn0bin3ry*ar4jnrrtpl0yd、,：；一'.''I：1Food&Beverage，.,.Starting his junior year of college on campus after a year of remote learningKeeps in touch with his dorm mates through video calls, social media, and gamingAlways on the lookout for brands whose values and ethics align with his ownJust before classes start up again, Devon is enjoying some mobile downtime when he seesDevon, 20 一 Wayne, NJan ad for a new mattress at a deep discount. The brand boasts an ethical manufacturing process and transparent values, which he always loves to see, and the price is reasonable. Even better, he'll get virtual rewards if he makes the purchase! He decides to splurge, knowing a good night's sleep is going to be important if he wants to make the Dean's List. Devon completes the process in a few taps before diving into another battle royale match with his buddies.Favorite mobile games:Jurassic WorldDragon CityWWE ChampionsMortal KombatMLB TapSports Baseballyearoflivingwithhisparentsandattendingvirtualclasses,Devonismorethanreadytogetbackoncampus.ThankstotheCOVID-19pandemic,hehasn'tseenhisdormmatesinoverayear,buttheykeptinconstantcommunicationthroughweeklyvideocallsandanactiveDiscorddownloadapopularmobilebattleroyalesotheycouldallplayittogether,andthey'vebeenhavingablast.Insteadofmovingbackintothedorms,Devonandhisroommatesdecidedtogetanapartmentnearcampus.Otherthantheircomputersandahand-me-downcouchthat'salmostasoldastheyare,theydon'thavemuchinthewayoffurnishingsanddecor.They'realsoonalimitedbudget,soatriptothethriftstoreisinorder.TheOldeMmernbersiOfGenZwerednl¼1Q：WhentheiPb6nehit.themarket,'sbmostofthemhavegrown"upwithsmartphones.Asaresult,',ey,rethefirstgenerationtobconsideredtriie-digitalk.nativesIriiact,.78%iofGensZcosile<rhobileteirmost-：，.importantdevice,and57%actuallyfemoreinsecurewithout.,.,.t.、,-Savtheit.smaiphohethan.thfeirWallet，'z.：%L-.：.J,'、22%ofGenZgottheirfirstsmartphoneatage10oryounger61%startedusingsmartphonesbetweentheagesof11and17,comparedto41%ofMillennialsAlmosthalf49%replacetheirsmartphoneevery2-3years59%reportedusingmobilefinanceorbankingappsoften*-,.,、:.'-'.J；vGeneralApp'Habt-'ZQ,mersstrtadden'dthe,day.withsocialmedia,.toughtey,re.,二。4'；fc*,.L.、.''JmoreIjkelyto-UseJnstagramandTikTQKthariFacebQpk,Whrchis',l.preferredbytheitodbrSibIingSand.parentsrInbetween,ujlfid.th611>playingihfeiryoritemobilegames.<-.，：.”、.".、-."1',Unlikeemail-focusedMillennialsandGenXers1GenerationZ、.；,：preferstousemessagingandcommunicationappstosta"touchwithfriendsandfamily.ForZoomers,smartponesareso-muchmorethanjustacommunicationtooltheyr¢portalsto,.everythingtheycareabout.k,.42%ofGenZrespondentsopesocialmediaapps,firsti11the>morriing.,：'35%reportedusirlgsociamedialastJnigh）'；,，>-.77%useInstQgram'"PRODUCTSANDSERVICESMOSTLIKELYTOPURCHASETHROUGHREWARDEDADS:.A,J，.,56%useTikTok1morethanany.otherdemographic.:,4>'.»Only51%ugeFacfebook>,<72%cepohedusingsociam'edia,moreJn2020.tpretousyears,1%-u3eentertainr1ent.applike二Netf11×jntypical.day、，J.，.?.b,*73%utilizedsbscriptidnstreaming.servicesmorein.2020j：.、.，.；.“J:78%purchasedthesesusenptions.onlinemorein2020'.,.-.,T-.'.->.4.78%reportedwatchingmoremovies>,andTVin020.,.<.,TOP3FAVORITEMOBILEACTIVITIES:.Iviobileg¾mes'.,Socialm'edia:Entertainment（eg,streaming；：'video）.,；GamingHabitsAsadigitallyconnectedgeneration,ifsprobablynotsu