2021年Z世代移动报告（英）-19正式版

2021:GenZEditionTHEMODERNMOBILEGAMER™PresentedByTABLEOFCONTENTSExecutiveSummaryKeyFindings35678MethodologyMeetGenerationZMeetGenerationZPersona1Jada,23—SanFrancisco,CADemographicsTheNewGenderParadigmEducation&CareerFamilyDynamics91112MeetGenerationZPersona2Devon,20—Wayne,NJMobileUsageGeneralAppHabitsGamingHabitsShoppingHabitsMeetGenerationZPersona31516Dakota,18—Boulder,COBrand&AdPreferencesBrandEngagementAdEngagement1819ConclusionConnectWithGenZConsumersPAGE|2EXECUTIVESUMMARYTapjoyintroducedtheworldtotheModernMobileGamer™in2017.Overtheyears,ourdemographicprofilereportshaverevealedindustry-firstinsightsintowhoplaysmobilegames,howtheyengagewithads,howtheyshop,andmuchmore.Inearly2021,wekickedoffthenextevolutionoftheModernMobileGamer™seriesbyconnectingwithconsumersacrossfourkeypersonas:GenZ,Parents,Millennials,andGenX.We’veunearthednewperspectivesontheirday-to-daymobilehabits,adpreferences,shoppingbehavior,andmore.Today,weintroduceyoutotheGenZconsumer.Inthe14yearssincethelaunchofthefirstiPhone,we’veseenanincredibledigitaltransformation.Entertainment,gaming,commerce,advertising—hardlyanindustrywasleftuntouchedbythemovetomobile.Gradually,weallgotusedtohavingfour-inchcomputersinourpocket,andnowit’shardtorememberatimebeforesmartphones.ForGenerationZ,however,thishasalwaysbeentheirworld.Eventheoldest“Zoomers,”astheyareknown,werejustchildrenwhentheiPhonehitthemarket.Theyliterallycan’trememberatimebeforesmartphonesbecausethattimehasvirtuallyneverexistedforthem.THEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|3Asaresult,thisgeneration—bornin1997andlater—hasaspecialrelationshipwithmobileplatforms.They’redigitalnativeswhogrewupwithsmartphonesintheirhands;nearlyaquarterofthosesurveyedreceivedtheirfirstsuchdevicewhentheywere10oryounger.Zoomersaretech-savvy,activeonsocialmedia,andconstantlyintouchwiththeirfriendsthroughavarietyofcommunicationandmessagingapps.They’realsoavidmobilegamers:86%usemobileasagamingplatform,comparedto42%whoreportedusingconsolesorhandheldsand38%ofPCgamers.installadblockersintheirwebbrowsers.That’snottosayGenZisentirelyad-adverse;theyjusthavehighstandardswhenitcomestomarketingandbrandedcontent.Manyfactorsinfluencetheirpurchasingdecisions:pricingandproductquality,ofcourse,butalsobrandvaluesandsustainability.GenZisincrediblysociallyaware,andthey’reoftenlookingforbrandsthatsharethosevalues.They’realsomorecomfortablewithidentitiesthatdon’tfitestablishedstereotypes,sothegender-basedmarketingusedwitholdergenerationswon’thavethesameeffectiveness.Ontopofgrowingupinamobile-firstworld,GenerationZalsohasauniquerelationshipwithadvertising.Tothem,adshavebeenlargelyoptional;theycanskipvideoadsonYouTubeandTwitch,fast-forwardthroughcommercialsorpayafewdollarsextraforstreamingservicesthatexcludethem,andevenForthiseditionofourModernMobileGamer™report,wesurveyed7,103U.S.consumersontheTapjoynetworkbetweentheagesof18-24.AreyoureadytomeettheGenerationZModernMobileGamer™?Becausethey’rereadytomeetyou.THEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|4KEYFINDINGSGenZisincrediblytunedintothemobileecosystem.Zoomersfrequentlyusetheirmobiledevicesforshopping.Ofthosewesurveyed,22%ofZoomersgottheirfirstsmartphoneatage10oryounger,and61%startedusingsmartphonesbetweentheagesof11and17.Almosthalfreplacesmartphonesevery2-3years.Theirfavoritemobileactivitiesaremobilegames,socialmedia,andentertainmentsuchasstreamingappslikeNetflixorDisney+.68%shoponmobilephones1-4timesperweek.60%ofZoomersfrequentlypurchaseto-gofoodordelivery,and57%makefrequentretailpurchasesonmobile.Theirpreferredwaystomakepurchasesonmobileareonbrandedappsande-commercestorefronts,throughrewardedoffersinmobilegames,andthroughInstagramads,respectively.Theypreferrewardedmobilegameadsoversocialmediaandsearchadvertising.GenZhasauniquerelationshipwithadvertisingandtheirfavoritebrands.TheCOVID-19pandemicledtoariseinmobileactivity.53%reportengagingwithrewardedmobilegameads—comparedto38%onInstagram,23%onTikTok,22%onFacebook,17%onTwitter,and16%onGoogleShopping.Theydislikeintrusiveadsandinauthenticbrands,buttheyvaluemeaningfulandcreativecontentsuchasfunnyvideos,shareablememes,andsupportofimportantsocialandenvironmentalissues.71%ofZoomersreportedplayingmoremobilegamesin2020,and55%foundmobilegames“morefunandengagingthanexpected”duringthepandemic.Overone-thirdofZoomerssaidtheyspentmoretimeshoppingduringthepandemic—particularlyforhomegoodsandmealkits!THEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|5METHODOLOGY7,103RespondentsOpt-inParticipationCohesiveBrandingSurveyPeriodAgeVerificationThestudy’srespondentsfoundandcompletedRespondentsreviewedinstructionalinformationandoptedintoCampaignbrandingwasautomaticallycustomizedtomatcheachhostapp’svisualstyle.ResponseswerecollectedandanalyzedfrommultiplesurveyslaunchedinAllrespondentsverifiedthattheywere18yearsofageorolder.rewardedCPAsurveyoffersontheTapjoyofferwall.participateinexchangeforin-gamerewards.February2021.CuratedResponsesBudgetManagementGeographicTargetingVirtualRewardsExtensiveReachResponseswerefilteredinordertogetthemostaccurateandrelevantdata.Decimalswereroundedtothenearestwholenumber.Campaignspendwasthrottleddynamicallybasedonourgoalsandrequirements.U.S.targetingwasdefinedbyusers’devicesettingsatthetimethesurveyswereconductedandconfirmedbytherespondents.InexchangeforThesurveycampaignwasdistributedacrossavarietyofpopularmobilegamesintheTapjoyparticipation,respondentsreceivedmobilegamerewardsorpremiumcontentnativetoeachgame’svirtualeconomy.mobileadnetwork.THEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|6MEETGENERATIONZGenerationZ,adiversegroupbornin1997andlater,isthenewestdemographicreachingadulthood.Don’tlettheirrelativeyouthfoolyou:Zoomersrepresent$140billioninbuyingpower,andthey’reontracktobethemostsociallyandpoliticallyawareandbest-educatedgenerationyet.They’realsoexceptionallytech-savvy,particularlywhenitcomestomobiledevices;manyofthemhaveneverknownaworldwithoutsmartphones.Jada,23Devon,20Dakota,18SanFrancisco,CAWayne,NJBoulder,COTHEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|7MEETGENERATIONZ:PERSONA1Jada,23—SanFransisco,CA•Recentcollegegraduate•Justlandedanentry-levelpositionatagrowingtechcompany•LongpublictransportationcommutesprovideampletimeformobilegamesJada’sworkrequireshertobetech-savvy,andforsomeonewhogrewupwithasmartphoneinherhand,that’sneverbeenaproblem.Herphoneisneverfar,andthescreenisconstantlylightingupwithnotificationsfromgroupchats,textmessages,andcommentsonherlatestInstagramstory.Butwhenshereallywantstounwindandblowoffsteam,she’seithermarathon-streaminghernewfavoriteshoworplayingvideogames.WhenJadagetsstuckwithoutin-gamecurrency,she’llusuallycheckoutavailableoffersshecancompletefordigitalrewards.Afteraparticularlyproductivedayatwork,sheseesanofferfora20%discountonamonthlybeautyboxsubscriptionherfriendshavebeentellingherabout.Asanewprofessionalwhosecollectionofdrugstoremakeupneedssomeseriousupdating,Jadadecidestosignupforthediscountedtrial.Onceshecompletesherpurchase,shereceivestherewardssheneedstomoveontothenextcheckpointinhergame.Alifelonggamer,JadahasabeefygamingPCandacoupleofconsolesathome,butshe’salsoalwaysonthelookoutfornewmobilegames.HavinggrownupintheeraofFavoritemobilegames:KimKardashian:DesignHomeCovetFashionsmartphones,shecan’trememberatimewhenmobilegamesweren’tmainstream,andshe’sconstantlysearchingforhernextobsession.Hercurrentfavoriteisafantasyrole-playinggame,andshelikestoclearherheadafterworkbyplayingitontheBARTcommutehome.Sometimesshe’ssoengrossedthatshealmostmissesherstop!HollywoodEpisodeTHEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|8DEMOGRAPHICSGENDERBREAKDOWNTheNewGenderParadigmWitheverynewgeneration,gender-basedstereotypesarebecomingmoreobsolete.ThisisespeciallytrueinGenerationZ,whichhadthelargestpercentageofrespondentswhoidentifiedasgenderfluid,nonbinary,orgenderqueer.Menandwomenarealsosteppingoutsideoflong-establishedgenderroles,andhalfofZoomersbelievetraditionalgendernormsareoutdated.71%arefemale23%aremale6%arenon-binaryFAMILYFamilyDynamics60%GenerationZisoverwhelminglysingleandchildfree.Atthisstageinlife,they’remorefocusedongettinganeducationorstartingacareerthangettingmarriedandhavingchildren.Thatmeanstheirdisposableincome,thoughlimited,isoftenspentonhobbies,entertainment,andotherinterests.aresingleareinarelationship28%20%areparents12%

aremarriedorinadomesticpartnershipTHEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|9DEMOGRAPHICSEducation&CareerPROFESSIONALLIFEWiththeoldestZoomersapproachingtheirmid-20s,muchofGenerationZiscurrentlypursuinganeducationorembarkingonprofessionalcareers.Havinggrownupduringalongperiodofeconomicturmoil,Zoomershaveseenfirst-handtheeffectsofrisingcostsandunemploymentontheirparentsandoldersiblings.56%arecurrentlyemployed5%arecurrentlymanagers32%areunemployed:OurdatashowsthatGenZisthemostlikelyagegrouptobeunemployed;manyofthemarestillinschooland/orrelyingonoutsidesupport.Ontopofthat,theCOVID-19pandemicimpactedGenZespeciallyhard,leadingtoariseintheirunemploymentrate—especiallyamongwomen.TOPFIVEINDUSTRIES:HIGHESTLEVELOFEDUCATIONGENZWORKSIN:Art/EntertainmentEducation39%ofwomenareunemployed27%ofmenareunemployed34%ofnonbinaryareunemployed46%havesomecollegeeducationand/orarecurrentlypursuingadegreeConstruction/EngineeringAgriculture23%haveatleastaBachelor’sdegreeFood&BeverageTHEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|10MEETGENERATIONZ:PERSONA2Devon,20—Wayne,NJ•Startinghisjunioryearofcollegeoncampusafterayearofremotelearning•Keepsintouchwithhisdormmatesthroughvideocalls,socialmedia,andgaming•AlwaysonthelookoutforbrandswhosevaluesandethicsalignwithhisownAfterayearoflivingwithhisparentsandattendingvirtualclasses,Devonismorethanreadytogetbackoncampus.ThankstotheCOVID-19pandemic,hehasn’tseenhisdormmatesinoverayear,buttheykeptinconstantcommunicationthroughweeklyvideocallsandanactiveDiscordchat.Devonalsoconvincedhisbuddiestodownloadapopularmobilebattleroyalesotheycouldallplayittogether,andthey’vebeenhavingablast.anadforanewmattressatadeepdiscount.Thebrandboastsanethicalmanufacturingprocessandtransparentvalues,whichhealwayslovestosee,andthepriceisreasonable.Evenbetter,he’llgetvirtualrewardsifhemakesthepurchase!Hedecidestosplurge,knowingagoodnight’ssleepisgoingtobeimportantifhewantstomaketheDean’sList.Devoncompletestheprocessinafewtapsbeforedivingintoanotherbattleroyalematchwithhisbuddies.Favoritemobilegames:Insteadofmovingbackintothedorms,Devonandhisroommatesdecidedtogetanapartmentnearcampus.Otherthantheircomputersandahand-me-downcouchthat’salmostasoldastheyare,theydon’thavemuchinthewayoffurnishingsanddecor.They’realsoonalimitedbudget,soatriptothethriftstoreisinorder.JurassicWorldAliveDragonCityWWEChampionsMortalKombatMLBTapSportsBaseballJustbeforeclassesstartupagain,DevonisenjoyingsomemobiledowntimewhenheseesTHEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|11MOBILEUSAGEPRODUCTSANDSERVICESMOSTLIKELYTOPURCHASETHROUGHREWARDEDADS:TheoldestmembersofGenZwereonly10whentheiPhonehitthemarket,somostofthemhavegrownupwithsmartphones.Asaresult,they’rethefirstgenerationtobeconsideredtruedigitalnatives.Infact,78%ofGenZconsidermobiletheirmostimportantdevice,and57%actuallyfeelmoreinsecurewithouttheirsmartphonesthantheirwallets.42%ofGenZrespondentsopensocialmediaappsfirstinthemorning35%reportedusingsocialmedialastatnight77%useInstagram22%ofGenZgottheirfirstsmartphoneatage10oryounger61%startedusingsmartphonesbetweentheagesof11and17,comparedto41%ofMillennials56%useTikTok,morethananyotherdemographicOnly51%useFacebookAlmosthalf—49%—replacetheirsmartphoneevery2-3years59%reportedusingmobilefinanceorbankingappsoften72%reportedusingsocialmediamorein2020thanpreviousyearsGeneralAppHabitsTOP3FAVORITE61%useentertainmentappslikeNetflixinatypicaldayZoomersstartandendthedaywithsocialmedia,thoughthey’remorelikelytouseInstagramandTikTokthanFacebook,whichispreferredbytheiroldersiblingsandparents.Inbetween,you’llfindthemplayingtheirfavoritemobilegames.MOBILEACTIVITIES:73%utilizedsubscriptionstreamingservicesmorein2020MobilegamesSocialmedia78%purchasedthesesubscriptionsonlinemorein2020Unlikeemail-focusedMillennialsandGenXers,GenerationZpreferstousemessagingandcommunicationappstostayintouchwithfriendsandfamily.ForZoomers,smartphonesaresomuchmorethanjustacommunicationtool—they’reportalstoeverythingtheycareabout.Entertainment(e.g.,streamingvideo)78%reportedwatchingmoremoviesandTVin2020THEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|12GamingHabits71%reportedplayingmoremobilegamesin2020Asadigitallyconnectedgeneration,it’sprobablynotsurprisingthatZoomersareavidgamers.They’realwaysopentonewmobilegames,particularlythosewithsocialelementsorstrongcommunities.Thiswasespeciallytrueduringthecoronaviruspandemic;nearlythree-quartersofTapjoysurveyrespondentsreportedplayingmoremobilegamesin2020.66%downloadedmoregamingappsin202062%playedmobilegamestorelieveboredomduringthepandemic57%playedtorelax55%foundmobilegames“morefunandengagingthanexpected”duringthepandemic86%usemobileasagamingplatformcomparedto42%console/handheld38%playonPC25%playedtostayconnectedtofriendsandfamily—morethananyotherpersonaTOPREASONSFORTRYINGFAVORITEGAMINGGENRES:NEWGAMINGAPPS1.Action/adventure2.RPGFunadsFriendsareplayingitIt’sfreetoplay3.Puzzle/Match-34.Battleroyale5.Wordgames55%saythey’reactivelylookingfornewmobilegames,82%playmobilegamesoftenTHEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|13ShoppingHabitsPURCHASINGHABITSWhenitcomestowieldingtheirimpressivepurchasingpower,GenerationZhasdifferentprioritiesthanthosewhocamebeforethem.Purchasingdecisionsareoftenmadewhiletakingabrand’svalues,practices,andsocialimpactintoconsideration.ItshouldcomeasnosurprisethatZoomersarenativeonlineshoppers,makingpurchasesfromretailappsandmobilewebsitesonaregularbasis.68%shoponmobilephones1-4timesperweek60%purchaseto-gofoodordeliveryonmobileoftenTOPPANDEMICPRODUCTS57%makeretailpurchasesviamobileoften39%purchasegroceriesviamobileoften34%saidtheyspentmoretimeshoppingduringthepandemic123Clothing/apparelTo-gofoodBeauty/hygiene21%makepurchasesviamobile“veryoften”inagivenweekTOPPANDEMICSUBSCRIPTIONSERVICES:FAVORITEPURCHASINGEXPERIENCES:1.Brandapps&ecommercestorefronts2.Rewardedoffersinmobilegames3.InstagramadsEntertainment/streamingHomegoodsMealkitsTHEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|14MEETGENERATIONZ:PERSONA3Dakota,18—Boulder,CO•Workingasaserveratapopularfamilyrestaurant•Deferredcollegetoearnmoney•SpendsdowntimeinfrontofscreensSixmonthsoutofhighschool,Dakotahasdecidedtoputoffcollegesotheycanspendsometimesavingupmoneyforeducationandhousingexpenses.They’vebeenworkingatalocalrestaurantsince11thgrade,andtheyfindthejobenjoyable,evenifitisphysicallysimple,relaxingexperienceslikeMatch-3gamesandwordpuzzles.SometimesDakota’scoworkersevencatchtheminthewalk-infreezersneakinginafewrounds!Duringonesuchworkbreak,theyseearewardedadforafree-to-playpuzzlegamewithcharactersfromtheirfavoritemoviefranchise.Withoutthinkingtwice,theyclickthelinkanddownloadthegamefromtheappstore.There’snoharmintryingsomethingnew(andfree),especiallywhenyougetrewardedforit!demanding.Afteratypicaleight-hourshift,Dakotaisexhaustedandjustwantstovegoutinfrontofascreen,whetherthat’saTV,theirtablet,or—mostlikely—theirsmartphone.Growingupinthedigitalage,Dakotahasn’thadacableTVsubscriptionsince—well,ever.Instead,theykeepupwiththeirfavoriteshowsonappslikeHulu,Netflix,Disney+,andHBOMax.They’realsoactiveonsocialmedia,witharapidlygrowingnumberofTikTokfollowerswhoenjoytheirdancevideosandmakeuptutorials.Favoritemobilegames:DisneyEmojiBitzWordscapesTriviaCrackScrabbleFamilyFeudLiveThoughtheydon’tconsiderthemselvesa“gamer”inthetraditionalsense,Dakotaisanavidfanofmobilegames.TheyespeciallyloveTHEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|15BRAND&ADPREFERENCESAsaresultofgrowingupinaworldwherecommercialsareoptional,andonlineadscanbeskippedorblocked,GenZhasauniquerelationshipwithadvertisingandtheirfavoritebrands.Traditionalformatslikebannerads,intrusivenon-skippablevideoads,andinauthenticcelebrityendorsementswon’tmakemuchofanimpactonthisgroup.Instead,theyvaluemeaningfulandcreativecontent:funnyvideos,shareablememes,andsupportofimportantsocialandenvironmentalissues.Mostpopulartypesofbrandcontent:•••Shortvideos(60.9%)Memes(50.4%)Socialposts(49.9%)BrandEngagementBrandmostlikelytofollowonsocialmediaWealreadyknowthatGenZisextremelyactiveonsocialmedia,soit’sonlyfittingthatmorethanhalfofoursurveyrespondentsreporteddiscoveringnewproductsthroughtheseplatforms.Ofcourse,they’renotfollowingjustanyoldbrands;Zoomersarelookingforhigh-qualitycontent,wittyhumor,andsharedvalues.•••Clothing/fashion(61.5%)Entertainment(52%)Beauty/skincare(50.4%)57%sayhumoriswhattheymostpreferinbrandcontent67%followabrandbecauseofinterestintheproduct.Othertopreasonsforfollowing:52%discovernewbrandsandproductsthroughsocialmedia45%ofGenZtrustthequalityandreputationofbrandstheyfindin-person•••Funny/engagingcontent(42%)Socialandenvironmentalawareness(36%)Similarvalues(36%)THEMODERNMOBILEGAMER™2021:GENZEDITIONPAGE|16AdEngagementREWARDEDADPREFERENCES:GenZhasadeepunderstandingofthemobileecosystem.Theyappreciatetheneedtomonetize,buttheydon’twantadstointerrupttheirexperience,whetherthey’replayingagame,watchingashow,orscrollingthroughtheirInstafeed.Ontheotherhand,they’reveryreceptivetoadsthatprovideavalueexchange,suchasrewardedadsinmobilegames.61%enjoyusingtheoff