2021年千禧一代手机游戏玩家报告（英）-19正式版

2021:MillennialEditionTHEMODERNMOBILEGAMER™PresentedByTABLEOFCONTENTSExecutiveSummaryKeyFindings35678MethodologyMeettheModernMillennialMillennialPersona#1DemographicsFamilyDynamics9Education&CareerMillennialPersona#21112MobileUsageGeneralAppHabitsGamingHabitsShoppingHabitsMillennialPersona#31516Brand&AdPreferencesBrandEngagementAdEngagementConclusion1819DiscoverTapjoy’sFull-FunnelConsumerEngagementModelPAGE|2EXECUTIVESUMMARYTapjoyintroducedtheworldtotheModernMobileGamer™in2017.Sincethen,ourmarketresearchhasrevealedindustry-firstinsightsintowhoplaysmobilegames,howtheyengagewithads,howtheyshop,andmuchmore.Inearly2021,wekickedoffthenextevolutionoftheModernMobileGamer™seriesbyconnectingwithconsumersacrossfourkeypersonas:GenZ,Parents,Millennials,andGenX.ForthiseditionofourModernMobileGamer™report,wesurveyed5,028MillennialconsumersontheMobileVoice®byTapjoynetwork.We’rethrilledtointroduceyoutothemodernMillennialconsumer.You’veprobablyheardalotaboutMillennials.Oncecalledthe“mememe”generation,therearealotofmisconceptionsaboutthisgroupofourpopulation.TheoldestMillennialswerebornin1981,whichmeanstheyturn40thisyear.Theirentireadulthoodhasbeendefinedbyhistoricperiodsofstrife:9/11,war,recession,pandemic.Manynowhavekidsoftheirown—ourowndatashowsthatabouthalfofMillennialsontheTapjoyTHEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|3networkareparents.EventheyoungestofMillennialsarerapidlyapproachingtheir30s.WhiletheirBabyBoomerparentsgrewupinatimeofgreateconomicandprofessionalgrowth,Millennialsofeveryagestrugglewithincreasingcollegedebt,inflation,andstagnantwages.wanttogohometotheirfamiliesratherthangoingoutwithfriends.AllofthesefactorshavegivenMillennialsauniqueoutlookoneverythingfromfamilylifetotheircareers—evenhowtheyinteractwiththeirfavoritebrandsandrespondtoads.They’relookingfordiversity,environmentalawareness,andkindnessinasocietythatoftendismissesthem.Theydeeplyvaluetheirfreetime.Perhapsthat’swhythey’resoreceptivetorewardedmobileads:63%ofthosesurveyedsaidtheyenjoyengagingwithrewardedadsviaofferwalls.Insomeways,MillennialssharesimilaritieswiththeyoungerGenerationZ:activeonsocialmedia,fluentintechnology,andrarelywithouttheirmobiledevices.Theyusetheirsmartphonesforgamingandshopping:73%shoponmobileuptofourtimesaweek,and70%playmobilegamesdaily.Inotherways,they’remoreliketheolderGenerationX(moreonthemlaterthisyear!).Theylivewiththeirpartnersandchildren,notroommatesorparents,andattheendoftheworkday,theyjustIt’stimetogettoknowtherealMillennialModernMobileGamer™.Avocadotoastisnotrequiredforentry.THEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|4KEYFINDINGSMobileisoverwhelminglythegamingplatformofchoice.Ourmarketresearchshowsthat86%ofMillennialsusetheirsmartphonesforgaming,comparedto37%whouseconsole/handheldand27%whopreferPCgames.Nearlythreequarterssaytheyplaymobilegamesinatypicalday.Whethertheystartedusingsmartphonesintheirteensor20s,mobileisthego-toshoppingplatformforMillennials.Infact,73%shoponmobile1-4timesperweek,and80%saytheymakemobilepurchasesoften.Growingupandenteringtheworkforceduringaperiodofgreateconomicturmoilhasaffectedtheiroutlookoneverythingfromrelationshipstojobstofavoritebrands.AlmosthalfofMillennialssaythatacompany’svaluesfactorintotheirdecisionwhenacceptinganewjob,andthosesamevalues—sustainability,diversity,andemployeetreatment—playabigroleinwhichbrandsgettheirhard-earnedmoney.TheCOVID-19pandemicledtoanincreaseinmobilegameplay:73%reportedplayingmoremobilegames,59%downloadednewgamingapps,and42%experimentedwithnewgenres.Millennialsareveryreceptivetoadswithavalueexchange—55%engagewithrewardedmobilegameadsmorethanotheradtypes,and63%enjoyengagingwithrewardedadsviaofferwalls.That’smorethananyotheragegroupwesurveyed!THEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|5METHODOLOGY5,028RespondentsOpt-inParticipationCohesiveBrandingSurveyPeriodAgeVerificationThestudy’srespondentsfoundandcompletedrewardedMobileVoice®surveyoffersontheTapjoyOfferwallinQ1,Q2,andQ32021.RespondentsreviewedinstructionalinformationandoptedintoCampaignbrandingwasautomaticallycustomizedtomatcheachhostapp’svisualstyle.ResponseswerecollectedandanalyzedfrommultiplesurveyslaunchedfromQ1toQ32021.Allrespondentsverifiedthattheywere18yearsofageorolder.participateinexchangeforin-gamerewards.CuratedResponsesBudgetManagementGeographicTargetingVirtualRewardsExtensiveReachResponseswerefilteredinordertogetthemostaccurateandrelevantdata.Decimalswereroundedtothenearestwholenumber.Campaignspendwasthrottleddynamicallybasedonourgoalsandrequirements.U.S.targetingwasdefinedbyusers’devicesettingsatthetimethesurveyswereconductedandconfirmedbytherespondents.InexchangeforThesurveycampaignwasdistributedacrossavarietyofpopularmobilegamesintheTapjoyparticipation,respondentsreceivedmobilegamerewardsorpremiumcontentnativetoeachgame’svirtualeconomy.mobileadnetwork.THEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|6MEETTHEMODERNMILLENNIALGenerationY.Theinternetgeneration.Echoboomers.Millennialshavebeencalledalotofthings,buttheword“Millennial”stillbringstomindtheimageofayoungadultformany.Bornbetween1981and1996,mostinthisagegroupstillrememberlifebeforetheinternet,ifonlyvaguely,buttheyalsocan’timaginelifewithoutit.LiketheiryoungercounterpartsinGenZ,they’reincrediblytech-savvyandtunedintothemobileecosystem.They’refarmoresociallyawarethantheirparentswere,andtheireconomicstrugglesaffecttheiroutlookoneveryfacetoflife,fromwhethertohavechildrentohowtheyinteractwithbrandsandads.Andthey’refinallyapproachingtheirprimebuyingyears,withMillennialspoisedtospendover$1trillionannuallygoingforward.Taylor,39Carlos,26Jess,30Boston,MASanDiego,CAMorgantown,WVTHEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|7MILLENNIALPERSONA#1Taylor,39—Boston,MA•Isajointearnerwiththeirpartnerandapetparent•Recentlyfinishedpayingoffcollegeloans•StartedplayingmobilegamestorelieveboredomduringthepandemicTaylorhaslivedinBostonsincegradschool,butnowthattheirjobhasgonefullyremote,it’stimetostartlookingathousesinamoreaffordablearea.Taylorandtheirpartnerhavelongdiscussedowningahomeoftheirownwheretheirdogscanrunaroundfreely,butuntilrecently,thatwasadistantdream.Nowthatthey’vefinishedpayingofftheircollegeloans,they’reinamuchbetterfinancialpositionandlookingtowardsthefuture.Theirfrequentgamingmeanstheyseealotofmobileads.Taylor’sfeelingstowardsbrandsandadvertisingarestrongandspecific:theyunderstandhowthemobileeconomyworks,buttheydon’twantadsthatareintrusiveorobnoxious.Tayloroftencompletesrewardedadsforin-gamecurrency,andtheytendtogravitatetowardssurveyoffers.Gettingvirtualrewardsjustforansweringafewquestions?That’sano-brainer!TheCOVID-19pandemichitTaylorparticularlyhardin2020;beingimmunocompromised,theyweren’tabletoseetheirfamilyorclosefriendsforoverayear.Duringthisperiod,TaylorspentmoretimeonmobileandendedupFavoritemobilegames:downloadinganumberofpopularmobilegames.Afterfindingthemmoreengagingthanexpected,Taylor’smobilegamecollectioncontinuedtogrow.Fastforwardto2021,andtheynowhavearoundadozenappsinregularrotation.HeroHuntersWordscapesDailyThemedCrosswordTHEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|8DEMOGRAPHICSFamilyDynamicsPARENTALSTATUSGENDERBREAKDOWNTheeconomicconcernsMillennialsfacedhavealsoaffectedtheirfamilylives.Ourdatareinforceswhatpreviousstudieshavedetermined:Manyareholdingoffonhavingchildren.Only50%ofthosesurveyedidentifiedasparents,comparedto72%ofGenerationX.Millennialsarealsofarlesslikelytobemarriedcomparedtotheoldergeneration.50%areparents74%have1-2children27%have3+children73%arefemale24%aremale4%genderfluid,nonbinary,orgenderqueerAGESOFCHILDRENLIVINGARRANGEMENTSRELATIONSHIPSTATUS41%aresingle25%<1yearold53%ages2-562%livewiththeirpartners/children18%livealone22%

areinarelationship57%ages6-1217%ages13-1711%livewithparentsorotherolderrelatives37%

aremarriedorinadomesticpartnership,farlessthanGenX(60%)9%livewithroommatesTHEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|9DEMOGRAPHICSCAREER&EMPLOYERMOTIVATIONSEducation&Career63%goodwork/lifebalance62%competitivepayOurdatashowsthatMillennialsarehighlyeducatedwhencomparedtoothergenerations,particularlywhenitcomestoadvanceddegrees.However,thathasn’tnecessarilytranslatedintocareerorfinancialsuccess.OlderMillennialswerejustreachingadulthoodduringtheearly2000srecessioncausedbythedot-combustand9/11attacks.ManygraduatedcollegeamidtheGreatRecessionoritsaftermath,andevenyoungerMillennialsweren’timmunetoitseffects;asawhole,thisgenerationismorelikelytobeunemployedthantheiroldersiblingsinGenX.Alloftheseeventshavefactoredintotheirprofessionallives,andmanyofthosesurveyedconsiderfairtreatmentandwork/lifebalancejustasimportantaswhat’sintheirpaychecks.53%arelookingforcomprehensivebenefits41%companieswhosevaluesalignwiththeirown34%wanttoworkremotely—morethanGenZ(31%)andGenX(29%)TOPFIVEINDUSTRIESMILLENNIALSWORKINEMPLOYMENTSTATUSHIGHESTLEVELOFEDUCATIONEducation36%haveBachelor’sdegree73%arecurrentlyemployedorself-employedHealthcare29%havesomecollegeeducationorarecurrentlyincollege37%areemployedasasoleearner36%arejointearnersArt/EntertainmentConstruction/EngineeringAgriculture14%haveaMaster’sorDoctorate—morethananyothergroupsurveyed26%areunemployed,higherthanGenX(16%)THEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|10MILLENNIALPERSONA#2Carlos,26—SanDiego,CA•Liveswithroommatesinasharedrentalhome•Hasstruggledtokeepaconsistentjobduringthepandemic•StreamsmobilegamesasasidehustleAsayoungerMillennial,Carlosonlyvaguelyremembersatimewhenhisfamilydidn’thavetheinternet.Hegothisfirstsmartphoneinhighschoolandhasupgradedtoprogressivelybettermodelseverycoupleofyearssince.Fascinatedbytechnology,he’susuallytheoneintroducingcoolnewappstotherestofhisfamilyandrunningtechsupportforolderrelatives.He’salsomanagedtogetthefamintomobilegames,andtheyparticularlylovechallengingeachotherinwordgames.outanicheforhimselfasamobilegamestreamer.Sofar,it’smostlyahobby,butheenjoysconnectingwithothermobilegamersandtryingoutthenewesttitles.Infact,hefindsmostnewmobilegamesviaadsforothermobilegames;he’salwaysonthelookoutforsomethingengaging,funny,andrelaxing.Oneday,heseesarewardedadforagamehe’sneverheardof,butitlooksrightuphisalley.Hedownloadsthegame,collectshisin-gamerewards,andplanstostartthenewgameonhisnextstream.Favoritemobilegames:Unfortunately,hisloveoftechhasn’thelpedhimkickstarthiscareer.Aftermajoringincomputerscience,hewaslaidofffromhisfirstpost-collegejobatthestartofthepandemic.Sincethen,he’sbeenpickingupoddfreelancejobs,buthe’sstilllookingforafull-timepositionwithgoodbenefitsthatwouldenablehimtomoveintohisownapartment.YahtzeewithBuddiesDiceWGTGolfWheelofFortune:FreePlayLikemanyothershisage,Carlospickedupasidehustleduringthepandemic:he’stryingtocarveTHEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|11MOBILEUSAGEThedifferencesbetweenolderandyoungerMillennialsbecomesmoreapparentwhenyoulookcloselyattheirmobilehabits.OlderMillennialsgrewupwiththeinternet,buttheyalsorememberlifebeforeit.Theywereintheirmid-to-late20swhentheygottheirfirstsmartphones,butthey’rejustastech-savvyastheiryoungersiblings.YoungerMillennialswereintroducedtosmartphonesintheirteenyears,butatanyage,theyallcareaboutthelatesttechnology:55%replacetheirdevicesevery2-3years.HOWTOPAPPUSAGECOMPARES71%usetheFacebookapp62%usemobilegamingapps62%usetheInstagramapp37%usetheTikTokapp49%gottheirfirstsmartphonebefore17yearsofage55%replacetheirsmartphoneevery2-3yearsGeneralAppHabits31%usetheTwitterappHavingbeenaroundforitsinception,Millennialsareparticularlyattachedtosocialmedia.UnlikeGenZ,wholooktosocialsiteslikeTikTokasasourceofentertainment,Millennialsseesocialmediaasatoolforkeepingintouch,networking,stayingontopofthelatestnews,andresearchingnewproductstobuy.It’sthefirstthingtheylookatinthemorningandthelastthingtheydoatnight.APPSTHEY’REACTIVELYFAVORITEMOBILEACTIVITIESLOOKINGFORMobilegames(75%)Socialmedia(67%)MobilegamesEntertainment&streaming64%spentmoretimeonmobiledevicesoverthelastyear72%usemobilephonesforbanking/financesoften—morethanGenZ(59%)andGenX(67%)Retail&shoppingCommunications/messaging(52%)THEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|12THEPANDEMICEFFECTGamingHabits59%downloadednewgamingappsIsitanysurprisethatMillennialsarebigmobilegamers?Themajorityofthosesurveyedusemobileasagamingplatform,andnearlythreequartersplaymobilegamesdaily.Whilethey’reeasilydrawninbythefree-to-playecosystem,they’realmostaslikelytoplaymobilegamesbasedoncreative,humorousadvertising.The2020pandemicincreasedMillennials’hungerformobilegames;73%playedmoremobilegames,andmanyexperimentedwithnewappsandgenres.Asaresult,they’reevenmorereceptivetomobilegamesthantheywerepre-pandemic.42%playednewgenres41%completedmorerewardedadoffers47%saidthatmobilegamesaremorefunandengagingthanexpected70%saytheyplaymobilegamesinatypicalday86%usemobileasagamingplatform,comparedto37%console/handheldand27%PC73%saytheyplaymoremobilegamesasaresultofthepandemic60%saidtheyplantocontinueplayingmoremobilegamesREASONSFORTRYINGNEWGAMINGAPPSFAVORITEGAMINGGENRES1.Puzzle/Match-32.RPGIt’sfreetoplaySawafunad3.Action/Adventure4.Word62%playedmobilegamestorelieveboredomduringtheFriendsareplayingitpandemic,and52%playedtorelax5.Arcade/HypercasualTHEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|13ShoppingHabitsTOPPURCHASESVIAMOBILEMobileistheplatformofchoiceforMillennialshopping.Almostthreequarters(73%)ofMillennialsshoponmobiledevicesuptofourtimesaweek,and80%saytheymakemobilepurchasesoften.To-gofoodandrestaurantdelivery,streamingservices,clothing,andbeautyproductsareamongtheirtopmobilepurchases,andlikewithmobilegames,mobileshoppingincreasedduringthepandemic.Thatshowsnosignsofslowingdown;manyplantospendmoreonforthcoming2021eventslikeBlackFridayandthewinterholidays.74%streamingvideocontent66%orderto-goorrestaurantdeliveryoften62%purchaseretailitemsMOBILESHOPPINGFREQUENCY42%makemobilegrocerypurchasesoftenTOPMOBILEPURCHASES55%Clothing/apparel46%beauty/hygiene39%videogamesINCREASEDSPENDINGINTHELASTYEAR80%saytheymakemobilepurchasesoften53%shoppedmoreonmobile73%shoponmobile1-4timesperweek65%spentmoreonentertainment/streamingservices59%boughtmoreto-gofood55%boughtmoreclothing/apparel43%boughtmorebeauty/hygieneproducts43%boughtmorehomegoodsPREFERREDSHOPPINGLOCATIONS2021HOLIDAYSPENDING44%mobile,morethanGenZ(38%)andGenX(35%)62%saytheyplantospendmorethanusual30%brick-and-mortarshops37%spentmoreonmealsubscriptionsandgrocerydelivery47%plantospendmoreonBlackFriday2021Only26%onlineviacomputer31%boughtmorealcoholonlineTHEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|14MILLENNIALPERSONA#3Jess,30—Morgantown,WV•Expectingherfirstchild•Worksinahigh-endretailshop•LovesmobileoffshootsofherfavoritechildhoodvideogamesAfterthepandemicwreakedhavoconherplans,Jessvowedtomake2021heryear.Shefinallygotpromotedtomanageratthehigh-enddesignershopwheresheworks;sheoriginallywenttocollegetobeateacher,butasitturnsout,retailpaysmore.SheandherlongtimepartnerarefinallyplanningtheirweddingafteraCOVID-induceddelay,andshe’spregnantwiththeirfirstchild.gamingonherphone—it’sconvenientandshecandoitanywhere.Sheespeciallylovesmobileversionsandspin-offsofherfavoritechildhoodgamesandmadehersiblingsdownloadthemsotheycouldallplaytogetheragain.Whileplayingonherlunchbreak,Jessseesarewardedadforahomedecorsubscriptionserviceandstartsimaginingherhomedeckedoutinsucculentsandthrowpillows.What’sonemoresubscription?Shesignsupforafreetrial,receiveshervirtualcurrency,andmanagestogetafewmoreroundsofthegameinbeforeherbreakisover.Withaloveofallthingsfashionandbeauty,Jesshasseveralsubscriptionstomonthlyservicesthatdeliverbeautyproductsandnewoutfitstoherdoor.Herphoneisfilledwithdifferentretailandfooddeliveryapps—ifitcanbeorderedviamobile,that’showshe’sdoingit.Duringthepandemic,shegotinthehabitoforderinghomegoodsviamobile,andnowthenurseryisalmostreadytogo.Favoritemobilegames:CovetFashionDicewithEllenCrosswordswithFriendsJesslovedvideogamesasachild,andhasfondmemoriesoffightingovercontrollerswithhersiblings.Thesedays,shedoesmostofherTHEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|15BRAND&ADPREFERENCESMOSTPOPULARTYPESOFBRANDCONTENTLikeGenZ,Millennialsarelookingforbrandswithsimilarvalues.Only20%don’tconsiderabrand’svalueswhenmakingapurchase;theother80%arelookingforsustainability,diversity,andfairtreatmentofemployees.Don’ttakethattomeantheydon’thaveasenseofhumor,though!Theylovefollowingfunnybrandsonsocialmediaandappreciateagoodmeme.1.Shortvideos2.Memes3.SocialpostsBRANDMOSTLIKELYTOFOLLOWONSOCIALMEDIABrandEngagement•58%entertainment(morethananyothergroup)TocapturetheattentionoftheMillennialaudience,brandsneedtobeengaging,sociallyaware,andactiveonsocialmedia.••52%clothing/fashion50%food/restaurants/cookingBRANDVALUESMILLENNIALSCONSIDERIMPORTANTQUALITIESTHEYENJOYINBRANDCONTENT••Brandtreatsemployeeswell(55%)Sustainabilityandenvironmentalawareness(50%)•55%humor41%willfollowbrandsifthey••20%educational•Diversity,equity,andinclusion(46%)havefunnyandengagingcontent15%inspirational(morethananyothergroup)THEMODERNMOBILEGAMER™2021:MILLENNIALEDITIONPAGE|16REWARDEDADPREFERENCES55%engagewithrewardedmobilegameadsmorethanotheradtypes—morethanGenZandGenXAdEngagementWhenitcomestoads,Millennialswouldlikeyoutogettothepointquickly.They’reespeciallyreceptivetoadswithavalueexchange,likerewardedadsinmobilegames,butonceagainhumorplaysabigpartinwhetherthey’llpayattentiontomobileads.63%enjoyusingofferwalls,morethanotheragegroups39%havemadepurchasesthroughrewardedadsREASONSFORPURCHASINGFROMAMOBILEADOFFERSTHEY’REMOSTLIKELYTOENGAGEWITH34%completerewardedadofferseverydaySurveysVideos•••In-gamerewardsGooddealorspecialofferAdisn’tintrusivePREFERREDTYPESOFMOB