2021年手游报告之父母篇（英）-19正式版.docx

MODERNMOBILEjIGAMERi2021:ParentEditionTHEMODERNMOBILEGAMERTMPresentedBymobileice6THEMODERNMOBILEGAMERTM2021:PARENTEDITIONExecutiveSummary3KeyFindings5Methodology6MeettheParents7ParentPersona#18Demographics9TheNewFamilyDynamicEducation&CareerParentPersona#211MobileUsage12GeneralAppHabitsGamingHabitsShoppingHabitsParentPersona#315Brand&AdPreferences16BrandEngagementAdEngagementRewardedAdPreferencesConclusion18ConnectWithMoreThan1.6519BillionMobileConsumersTHEMODERNMOBILEGAMERTM2021:PARENTEDITIONTapjoyintroducedtheworldtotheModernMobileGamerin2017.Overtheyears,ourdemographicprofilereportshaverevealedindustry-firstinsightsintowhoplaysmobilegames,howtheyengagewithads,howtheyshop,andmuchmore.Inearly2021,wekickedoffthenextevolutionoftheModernMobileGamerseriesbyconnectingwithconsumersacrossfourkeypersonas:GenZ,Parents,Millennials,andGenX.We,veunearthednewperspectivesontheirday-to-daymobilehabits,adpreferences,shoppingbehavior,andmore.We,rethrilledtointroduceyoutothemodernParentconsumer."Parentsjustdon,tunderstand?Thisstatementhaslongepitomizedhowyoungergenerationshavefeltaboutthosethatcamebeforethem.Buttoquoteyetanothersong,thetimes,theyarea-changin,.Foronething,familydynamicsaremarkedlydifferentthandecadespast.Modernparentseschewtraditionalgenderroles,withlaborbecomingmoreevenlydividedamongwomenandmenwhilethenumberofstay-at-homedadscontinuestorise.Thisshifttranslatestoamoregender-neutralparentingstyle.Today'sparentsarefarmoretech-savvythantheirownparentswere.They,vegrownupwiththeinternetandseenitsevolutionintothevastnetworkofconnecteddevicesweknowtoday.Modernparentsaretunedin;theyknowthemusic,thememes,andthetrendstheirchildrenareobsessedwith.Asfortheirownrelationshipswiththeirmobiledevices,parentsseesmartphonesasaconvenientwaytotakecareofbusiness.Whetherit'sorderinggroceries,stockinguponback-to-schoolsupplies,ormanagingtheirfinances,theirfirstinstinctistoreachfortheirphones.Accordingtoourdata,75%ofparentsshoponmobile1-4timesaweek,whichismorethantheaveragesforGenZ(68%),Millennials(73%),andGenX(72%).Betweentheircareersandfamily,parentsofyoungerchildrendon'tgetalotofdowntime.Inthosefleetingmoments,they,restillreachingfortheirphonesonlythistime,it,stoplaymobilegames.Nearlythree-quartersofparentssurveyedsaidtheyplaymobilegameseveryday,and33%saidmobilegameswerethelastapptheyusedatnight,beatingoutallothermobileactivities.Forparents,rewardedadsofferthebestofbothworlds-theygettoenjoytheirMmeMtimeandplaygameswhilebuyingthingstheyprobablywouldhavepurchasedanyway.Ourdatashowsthatparentsoverwhelminglypreferrewardedmobilegameadstosocialmediaads,and40%ofparentscompleterewardedadoffersonadailybasis.ForthiseditionofourModemMobileGamerTMreport,wesurveyed5,498gamersontheMobiIeVoice(B)byTapjoynetworkthatself-identifiedasparents.AreyoureadytomeettheParentModemMobileGamer?Becausethey,rereadytomeetyou.FINDINGThefamilydynamichaschanged.Only55%ofparentssurveyedaremarried,and77%areemployedorself-employed.Withbothparentsgoingtoworkinmanyhouseholds,houseworkandchildcarearemoreevenlydivided.Gametimeischilltime.72%saymobilegamesmakethemfeelrelaxed.Whichmakessensethatthemajorityofparentssaidmobilegamesaretheirfavoritemobileactivity,beatingsocialmediaandmessaging/communications.氏fill:Parentsareavidmobilegamers.Infact,90%usemobileasagamingplatform,comparedto31%whouseconsolesorhandheldsand23%whoplayPCgames.64%ofparentsreportplayingmobilegames"veryoften"morethananyotherdemographicwhile70%saytheyplaymobilegamesinatypicalday.Around53%havebetweenthreeandsixmobilegamesontheirphones,andnearlyafifthhave10ormoregames!1.ikeeveryoneelse,parentsarelookingforagoodbargainandwanttogettheirmoney'sworthoutofpurchases.However,theyalsovalueconvenience-and73%liketheconvenienceofshoppingonmobile.Becauseofthis,to-gofoodandmealkitsubscriptionswereverypopularduringtheCOVID-19pandemicof2020.Parentsareespeciallyfondoftherewardedadmodel.Theylovebeingabletomakeaquickpurchaseinbetweenroundsoftheirfavoritemobilegames,andthevalueexchangemakestheoffersevenmoreenticing.Infact,40%ofparentscompleterewardedadoffersdaily.B-，b'METHODOLOGY,二.a.-、5j4Respondents.,，、；.；.<The-styciy'srespbo,dehtsiondandcompleted.%.JrewardedMobiIeVoieeO<,.廿.、,：srveyoffersoinTheTpjoy',.)ff6rwaih-iQ1.andQ2,1"-202，,'：<.：''.4,1t.'.、Opt-inFrticipationJ/CohesiveBranding.SurveyPeriod,.,:、;；.Rondefts'reviewed，J.Campaignbrandingyas-.，ReSpgnsesvyerecollectedAllrespanderijsverifiedinstructionalinformation；,./OtomaticaIfycustomized-andanalyzedfrommultipletttheywiere18-yearsandoptedinto,tomatdheachhostapp'.suh/eysIaufTQhQdin.,-',ofageqolder./.、,":pgrticFpateinexchange".；.:visualstyle.-'FebruaryandJune202T.;.'''*.,*'M',l.Jorin-gamerewards.,：*.'.,*,.".-,y,.JJ.CufatecTResponse?“Y':.,.,''-Responseswerefiltered.",inordertogetthemost-“'accurateandrelevantdata.Decimalswereroundedtothenearestwholenumber.»-*/(/,.,¾*a4BudgetManagfemertt'.JGeographjaTargeting,'：VirtualRewards：,.ExtensiveReach.'?.''k.''.».',.M<'".".''CarripaignspendwaS':throttledClyQarTiiCa%basedonOurgqa1Is.,andrequirements/-'.'/U.S.targeti11gwasdefined；,"Inexchan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'x 1 1t><MEET THE PA、v><>_V>22ZToday'sparentsarefarmoretech-savvyandconnectedthantheirownparentswere.They'veseentheevolutionoftheinternetfromthedaysofdial-uptoanalways-connectedecosystemofsmartdevices.Commandingabuyingpowerof$1.3trillion,parentsaren'tjustshoppingforthemselves;theytaketheirfamilies1needsintoconsiderationwhenmakingmajorpurchases.Becauseoftheirbusyschedules,convenienceisveryimportant,whichiswhytheyturntotheirsmartphonesforjustabouteverything.JamieChicago,Olivia, 2San AntonioRavinder5 41Allentown, PARavinderAllentownFavorite mobile games:BowmastersPicture CrossHas a partner with a demanding job, leaving him to make household purchasing decisionsTurns to mobile games in his limited downtimeStay-at-home dad of three kids. 10, 7, and 4Family Guy: TheQuest for StuffWhen Ravinder,s youngest daughter was born, he and his partner decided that he would leave his job as an elementary school teacher and stay home with the kids. He's embraced his role as a stay-at-home dad, and takes pride in getting his girls ready for school and shuttling them back and forth to soccer games, music Iessonsj and birthday parties. With his partner working long hours, Ravinder doesn't get a lot of downtime between taking care of the kids and maintaining the house, but he wouldn,t have it any other way.His oldest now shares his lifetime love of video games, and he couldn't be more thrilled about it. However, that means the family's shared game console is often in use. To get his gaming fix, Ravinder turns to the dozen or so mobile games he has downloaded on his smartphone. When he runs out of virtual currency, he looks for offers on the Tapjoy Offerwall to replenish his supply. One day, he sees an offer for a meal kit subscription, complete with a steep discount for new members. Thinking about how much simpler that would make weeknight meal prep, he signs up, receives his rewards, and goes back to his game.Ravinder takes care of most of the family's recurring purchases, like groceries, new clothes, and school supplies. Most of the time, he reaches for his phone as soon as he realizes the kids need something it's so much easier to order from an app in seconds than go to a store. He's also turned to grocery delivery to make his life easier, and the nvenience and time saved more than make up for the cost.MEET THE PARENThSNe而TamiIyQynamic.,，二.二,中、“，,*.,.、，：、.,.Youk11ow,tbbsejndustrykijing,aylQGad-toast-lovingmi11enhialsypu,yehedso.l<.muchaut?ConVajy'topopular.pprctipn,millennials*aretkids;rnct,th4y,re、；二having:kids:OfallJheparentssurveyedo.11dheTapjpynetwork,.37.%'ar'-betweentheagesot,25and,391faroutnumberinganyotheragegroup.They're/.zovetyvheminglywomen,largelycpllege-ducated,andbalancingprofessionalliv"TWjthfamjlytieWhKenavigatrngthe,chaengeso(modern.parenthood：,>.-.“,'，,Q工i,.*.'e；,，X.I'、.、'-i、.A.、,-I''."ifc*.W.一.,.-.J'.1.“、1,?.',，.*，.、;.Modernparentsareshakingupthtfaditionalfamilydynamic.Oftheparents-j.tSiirVeyed,Qiilya.littleoverhalfWeremarried.；WitypungciIidrehathome,the.“；1，.、I*'.'>.',.<,-.nuMberf'stay-at-homedadsisontherise,and.thevdivisonofIaborisbecoming-/moreevenlydivided.Mqvvhie.newparentsincreasingly,favoramore.gendenJ,neuterparentingstyle/二.*:.；：；"''：,：.、S,',.,.',"'：.,',',H.'：-).-',.,.',CL:,'.,.：cAGESOFCHILDREN.,."三,23%<1yeald.:,435%ages-'/j-241%ages-8''.2ages9-12、：.*.-,-.20%ae.13-l74113%18or'older".,.'.5-NUMBEROFCHILDRENGENDERBREAKDOWNORELATIONSHIPSTATUS.39%.have1child71%arefemale/.,63%have23children,j.27%aremale.8%have4ormorechildren,1%arerroh-binary'-/0%atresirigle.,：2'i11:',；.,;r!.二,'-retinship55%'ar"marriedorinaIT：.domesticpartnership.一EMPLOYMENT STATUS.Todayarents are .generally better educated .than their'ovyri parents' generations, but .that.: , , *' 77% are currently employed ,-、 . ,. 35% a,rsle earnersjn , . their.fafrlie " . 'EducatibK&Career、*.S.、.hs,t11ecessailytranslatedintocareersuccessandfinancialStabiHty.Vunerparentsgrew,;.¾»,.i.bpduringalong.periodofeconotnicturmH,makingitdifficulttoestablish'afinancialfoothold.00-b."K.'".'*.zAroundafifth0f4mobilegamerprentsareUhfernployed;4hugt'thisfigure-likely.presentsa，.,".',.,0.t.,e.,Jr»Contingentofstayjhomeparents,i)verall,just11%ofparentoldleadershipor'seiormariaemeritroles；-despite72的havingaleastsrf>e.cllgeeducation,ifnotaBachelor'sor；.,hiher'degr&e."They'restillchampionsofeducation,though台it,sthe.mostcommonindustry7",，£Ai.whichheyWork.1'HIGHEST LEVEL OF EDUCATIONTOPFIVEINDUSTRIESTOHbeindustriesGenZworksin.PARENTSWORKIN,.40%arejihtearners130% EaVesOmeGoIlege ;I ' education and/or are4 .> currently pursuing a degree" .42% have at least a Bachelor's degree,KI=；1'，.*,.ifeducation,；.,'.,.,J;、;,.,.:".HpaHhcard,.,"b4.'k*i.二.F/;*.J,:.,.<VA311eujture'.、.，,-,Arf/Entertainment.、.,.,1.-.-.:.:*./,'s.V；"iFinance<13%areslay-at-homeparents，.、，,'.",、,','.'''.,-'.、.*./.'C*:'j'20%reunemployed.:.I.'.J：JamieChicago, ILSingle parent with a six-year-oldsomething they'd enjoy.they'll get rewardsFavorite mobile games:Dragons: TitanCastle ClashUprisingWordscapesfleeting moments ofand is alwayslooking for new apps to help unwind,Registered nurse working on their Master's degree onlineOne night, they,re short on gems and open up the Tapjoy Offerwall to get more. Jamie sees a rewarded offer to test drive a new mobile game, and after playing a few levels, it seems likejust for downloading the free app! It's a win-win Jamie gets the virtual rewards they were looking for and a new mobile game for their ever-expanding collection.From the time Jamie,s alarm goes off at 6 AM1 they,re on the move. They have to get themselves ready for another grueling shift at the hospital while preparing their six-year-old son for a day at grandma's house. After being on their feet all day, all Jamie wants to do when they get home is relax, but instead, they're making dinner and going through the bath and bedtime process with their son - he always requests just one more story. On evenings and weekends, they're taking classes online to get their Master's degree, which they hope will lead to a better-paying nurse practitionerWhen they're finally done, all Jamie wants to do is tune out and relax. The end of their day is markedly different than the beginning; they get in their cozy pajamas and curl up with a few rounds of their favorite mobile games. Jamie values theseMEET THE PARENTMOBILEUSA<*-G.*Z.'、.J,.',.Eorparetssm,tphnesareanindispensable.tool.Neariythree''、:quartersfparentsontheTapjoynetworkreceivedtheirfirstsmftph11esatade24oryounger,sorfianyhavegrown-upwith二thistechnology.and-areVerycomfortablev/ithit.Asaresut'hey,reJ1.also>corr>frtaDlefettingtheirThildrende-handhelddevicesand.,Savpa¼gams,thoughma1nykeepacseeye.ontheirkids*actMie,s,'，''",.,r,.一.,、.',一73%ofparentsusemobilephonesforbankingorfinances,morethanGenZ(59%),Millennials(72%),andGenX(67%)57%replacetheirsmartphonesevery2-3years,morethanthetech-obsessedGenZ(49%)andMillennials(55%).、.'.：k.I.>.-iVGeneraApHabits二二J：'.<1»,*.,''.,：/''./Parentsstarttheirdaybycheckingefrail,socm'edia,nd,；.：1,j.*t.;>、<,*riles§ages.They,reveryactiveonsocialmedia；fhughtheyskewmoretowardslegacyplatformslikeFacebookthantheGenZ-'.favoriteTikTok.Theyturntotheirphonesforentertainmentbothforthemselvesandthekidsaswellasmanagingheirfinances,makingpurchases,andkeepingintouchwithlovedones.；31%useTikTQk：29%use;TWitiert,.,*TOP 3 FAVORITEMOBILE ACTIVITIES57%spentmoretimeo11.mbie.、-dicesin2021:J：J.,.,、:.Mobilegames；4 77% watched moebmpves4 ,;.and TV ； . ' '.' ' ',Socialmedia，* . * I， Q-57% used social me<jj more,工：',.Messagingor/Cornniunications'".PAGE12GamingHabitsTheparentsontheTapjoynetworkdefythestereotypethatvideogamesareforkids.Notonlyaremanyofthemavidgamers,theyoverwhelminglyprefermobileastheirgamingplatf