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

18、sintoconsiderationwhenmakingmajorpurchases.Becauseoftheirbusyschedules,convenienceisveryimportant,whichiswhytheyturntotheirsmartphonesforjustabouteverything.JamieChicago,Olivia, 2San AntonioRavinder5 41Allentown, PARavinderAllentownFavorite mobile games:BowmastersPicture CrossHas a partner with a de

19、manding 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 sc

20、hool teacher and stay home with the kids. Hes 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 doesnt get a lot of downt

21、ime 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 couldnt be more thrilled about it. However, that means the familys shared game console is often in use. To get his gaming fix, Ravinder

22、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

23、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 familys recurring purchases, like groceries, new clothes, and school supplies. Most of the time, he reaches for his phone as soon as he realizes the k

24、ids need something its so much easier to order from an app in seconds than go to a store. Hes 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,

25、aylQGad-toast-lovingmi11enhialsypu,yehedso.l.-.“,，,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*.,.,-.nuMberfstay-at-homedadsisontherise,a

26、nd.thevdivisonofIaborisbecoming-/moreevenlydivided.Mqvvhie.newparentsincreasingly,favoramore.gendenJ,neuterparentingstyle/二.*:.；：；：,：.、S,.,.,：.,H.：-).-,.,.,CL:,.,.：cAGESOFCHILDREN.,.三,23%e.cllgeeducation,ifnotaBachelorsor；.,hiherdegr&e.Theyrestillchampionsofeducation,though台it,sthe.mostcommonindustr

27、y7,，Ai.whichheyWork.1HIGHEST LEVEL OF EDUCATIONTOPFIVEINDUSTRIESTOHbeindustriesGenZworksin.PARENTSWORKIN,.40%arejihtearners130% EaVesOmeGoIlege ;I education and/or are4 . currently pursuing a degree .42% have at least a Bachelors degree,KI=；1，.*,.ifeducation,；.,.,.,J;、;,.,.:.HpaHhcard,.,b4.k*i.二.F/;

28、*.J,:.,.VA311eujture.、.，,-,Arf/Entertainment.、.,.,1.-.-.:.:*./,s.V；iFinance13%areslay-at-homeparents，.、，,.,、,.,-.、.*./.C*:j20%reunemployed.:.I.J：JamieChicago, ILSingle parent with a six-year-oldsomething theyd enjoy.theyll get rewardsFavorite mobile games:Dragons: TitanCastle ClashUprisingWordscapes

29、fleeting moments ofand is alwayslooking for new apps to help unwind,Registered nurse working on their Masters 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 se

30、ems likejust for downloading the free app! Its 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 t

31、he hospital while preparing their six-year-old son for a day at grandmas house. After being on their feet all day, all Jamie wants to do when they get home is relax, but instead, theyre making dinner and going through the bath and bedtime process with their son - he always requests just one more sto

32、ry. On evenings and weekends, theyre taking classes online to get their Masters degree, which they hope will lead to a better-paying nurse practitionerWhen theyre 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 the

33、ir cozy pajamas and curl up with a few rounds of their favorite mobile games. Jamie values theseMEET THE PARENTMOBILEUSAcorrfrtaDlefettingtheirThildrende-handhelddevicesand.,Savpagams,thoughma1nykeepacseeye.ontheirkids*actMie,s,，,.,r,.一.,、.,一73%ofparentsusemobilephonesforbankingorfinances,morethanGe

34、nZ(59%),Millennials(72%),andGenX(67%)57%replacetheirsmartphonesevery2-3years,morethanthetech-obsessedGenZ(49%)andMillennials(55%).、.：k.I.-iVGeneraApHabits二二J：.、,*rilesages.They,reveryactiveonsocialmedia；fhughtheyskewmoretowardslegacyplatformslikeFacebookthantheGenZ-.favoriteTikTok.Theyturntotheirpho

35、nesforentertainmentbothforthemselvesandthekidsaswellasmanagingheirfinances,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 mejj more,工：,.Messagingor/Cornniunications.PAGE12GamingHabitsTheparentsontheTapjoynetworkdefythestereotypethatvideogamesareforkids.Notonlyaremanyofthemavidgamers,theyoverwhelminglyprefermobileastheirgamingplatf