南非数字游戏商城Direct2drive用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSDigital

video

game

shops:Direct2Drive

shoppers

in

SouthAfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDirect2Drive

shoppers

inSouthAfrica:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Direct2Drive

shoppers

inSouthAfrica(’’brandusers’’)

againstSouthAfricandigitalvideogame

buyersingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as’’allrespondents’’

inthecharts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsDirect2Drive

ranks

outside

the

top

10

of

most

used

digital

video

game

shops

inSouth

AfricaManagement

summary:

brandusageand

competitionTop10

most

used

digital

videogame

shopsinSouth

AfricaGoogle

PlayStorePlayStationStore58%40%EAPlay/Origin27%25%Microsoft

StoreAmazon

Games

/prime

gamingAppleApp

Store

/AppleArcadeSteam21%17%17%EpicGames

Store

/EpicGames

LauncherUplay/Ubisoft

Store

/Ubisoft

ConnectBlizzard

/B13%8%8%4Notes:"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=1053,

digital

video

game

buyersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

digital

video

game

buyers

using

Direct2Drive

grew

by1

percentagepoints

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

digitalvideogame

buyersusing

Direct2Drive5%5%5%5%5%4%4%3%3%3%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=32

-

57

Direct2Drive

shoppers,

n=945

-

1079

digital

video

gamebuyersConsumer

Insights

Global

as

of

August

2023Sources:Direct2Drive

shoppers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDirect2Drive

ismore

popularamongMillennials

thanother

digital

videogame

shops.Safety

and

security

isless

important

toDirect2Drive

shoppers

thantootherdigitalvideo

gamebuyers.Itstands

out

that40%

ofDirect2Driveshoppers

prefer

to

own

hardcopies

offilms,books

or

music.Direct2Drive

shoppers

access

theinternet

viaasmartwatch

more

oftenthan

theaverage

digitalvideo

gamebuyer.Direct2Drive

hasmore

malethanfemale

shoppers.Artsandliterature

arerelativelyprevalent

interests

of

Direct2Driveshoppers.40%

ofDirect2Drive

shoppers

areinnovators

or

early

adopters

ofnewproducts.Direct2Drive

shoppers

tendtopostpicturesandvideos

onlinemore

oftenthan

other

digitalvideogame

buyers.Direct2Drive

hasalarger

shareofshoppers

with

ahigh

income

than

other

Photography

isarelatively

popular76%

ofDirect2Drive

shoppers

thinkthatcrime

is

anissuethatneeds

to

beaddressed.digitalvideo

gameshops.hobbyamong

Direct2Drive

shoppers.Direct2Drive

shoppers

rememberhearing

adson

musicportalsandstreaming

services

more

often

thanother

digitalvideo

game

buyers.Direct2Drive

shoppers

aremore

likely

toliveinrural

areas

and

towns

thandigitalvideo

gamebuyers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Direct2Drive

is

more

popular

among

Millennials

than

other

digital

video

gameshopsDemographic

profile:

generationsAgeof

consumersinSouth

Africa0%Brand

users45%51%4%Category

usersAllrespondents42%44%13%1%36%43%18%2%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Wherehave

you

spent

money

online

ondigital

video

gamesin

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:n=55,

Direct2Driveshoppers,

n=1053,digital

video

game

buyers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Direct2Drive

has

more

male

than

female

shoppersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users60%61%40%39%Category

usersAllrespondents54%46%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Where

have

youspent

money

online

ondigital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:

n=55,

Direct2Driveshoppers,

n=1053,digital

video

game

buyers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:A

relatively

high

share

of

Direct2Drive

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa47%41%35%35%31%29%20%

20%16%7%5%5%2%1%1%0%0%0%0%

1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:n=55,

Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Direct2Drive

has

a

larger

share

of

shoppers

with

a

high

income

than

otherdigital

video

game

shopsDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users48%30%22%Category

usersAllrespondents34%33%36%31%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Where

have

youspent

money

online

ondigital

video

games

inthe

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:n=55,

Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

video

game

buyers,

Direct2Drive

shoppers

arerelatively

likely

to

live

in

a

single

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive30%30%27%24%21%20%20%17%16%13%11%11%9%

9%8%7%7%6%6%5%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=55,

Direct2Drive

shoppers,

n=1053,

digital

video

game

buyers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Direct2Drive

shoppers

are

more

likely

to

live

in

rural

areas

andtowns

than

digitalvideo

game

buyers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa38%34%34%24%21%20%

20%16%16%14%13%9%9%8%8%7%5%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Wherehave

youspent

money

online

ondigital

video

gamesin

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:n=55,

Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202313%

of

Direct2Drive

shoppers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users13%80%7%Category

usersAllrespondents10%81%10%8%81%11%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Where

have

youspent

money

online

ondigital

videogamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:n=55,

Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

less

important

to

Direct2Drive

shoppers

than

to

otherdigital

video

game

buyersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa64%64%61%45%47%45%40%40%41%41%39%35%29%

29%24%28%27%23%20%24%24%23%16%14%13%9%

9%

9%Traditions8%

8%Tobesuccessful

Anhonest

andrespectable

lifeAhappyrelationshipAdvancingmy

careerHavingagood

timeLearningnew

thingsSafety

andsecurityMaking

myown

decisionsSocial

justiceBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Wherehave

you

spent

money

online

ondigital

video

gamesin

the

past12

months

(downloads,

in-apppurchases,

subscriptions)?";

Multi

Pick;Base:

n=55,

Direct2Drive

shoppers,

n=1053,

digital

video

game

buyers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Arts

andliterature

are

relatively

prevalent

interests

ofDirect2Drive

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofDirect2Drive

shoppersinSouth

Africa62%58%51%54%57%55%55%55%54%53%53%52%51%51%50%44%51%51%49%49%49%49%45%44%37%41%39%37%27%24%Career

&educationFood

&diningHealth

&fitnessScience

&technologyFashion&beautyFinance&economyMovies,TVshows&musicSportsVehicles

&mobilityArts&literatureBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=55,Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Photography

is

a

relatively

popular

hobby

amongDirect2Drive

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDirect2Drive

shoppersinSouth

Africa56%55%55%49%49%48%53%52%49%49%48%48%45%45%44%44%44%41%38%37%38%37%35%31%29%28%26%23%23%20%OutdooractivitiesSocializingVideo

gamingCooking/bakingReadingTech

/computersCars/vehiclesPhotographyDoing

sportsandfitnessWritingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Where

have

youspent

money

online

ondigital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:

n=55,Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Direct2Drive

shoppers

are

more

likely

to

go

cycling

than

other

digital

video

gamebuyersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDirect2Drive

shoppersinSouth

Africa35%31%29%29%27%24%24%24%24%23%23%22%18%17%17%16%15%14%12%12%12%9%9%8%8%8%6%5%6%3%SoccerCyclingCricketFitness,aerobics,cardioBasketballDancingGolfRunning/JoggingYoga

/PilatesAmericanFootball

/FlagFootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Wherehave

you

spent

money

online

ondigital

video

gamesin

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:

n=36,

Direct2Driveshoppers,

n=585,

digital

video

gamebuyers,

n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

2023Direct2Drive

shoppers

are

more

likely

to

follow

cycling

than

other

digital

videogame

buyersConsumer

lifestyle:

sports

followedTop10

sports

followed

byDirect2Drive

shoppersinSouth

Africa42%40%33%32%31%29%28%21%27%27%24%24%22%22%20%19%19%13%17%15%15%13%11%11%11%Golf9%9%7%7%4%SoccerBoxingBasketballRugbyAthleticsCyclingCricketMotorsportsTennis(track&field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Where

have

youspent

money

online

on

digital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

MultiPick;Base:n=27,

Direct2Driveshoppers,

n=548,

digital

video

gamebuyers,

n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

40%

of

Direct2Drive

shoppers

prefer

to

own

hard

copies

offilms,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSouth

Africa81%77%72%65%65%66%63%58%58%55%55%52%40%19%18%Iwant

to

access

mymusic/movies

onallmy

togetthebestimageItisimportant

tomeDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanageIprefer

toown

hardcopies

of

films,devices

(TV,andsoundqualitybooks

or

musicsmartphone,

tablet,etc.)(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Where

have

youspent

money

online

ondigital

video

games

in

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=55,

Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=2036,

all

respondentsConsumer

Insights

Global

as

of

August

202340%

of

Direct2Drive

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%

41%38%31%26%24%20%18%18%15%15%5%4%2%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Wherehave

youspent

money

online

ondigital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,subscriptions)?";

Multi

Pick;Base:n=55,

Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202376%

of

Direct2Drive

shoppers

think

that

crime

is

an

issue

that

needs

to

beaddressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoDirect2Drive

shoppers86%77%76%84%78%73%65%72%68%61%58%65%65%63%

62%60%53%51%53%49%55%45%45%53%45%44%

40%35%40%40%CrimePovertyUnemploymentEducationFood

andwater

security

social

securityHealth

andHousingImmigrationEconomicsituationRising

prices/inflation/cost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Wherehave

you

spent

money

online

ondigital

video

gamesin

the

past12

months(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=55,

Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

digital

video

game

buyers,

Direct2Drive

shoppers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users24%31%38%7%Category

usersAllrespondents30%32%27%11%29%30%23%17%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Where

have

youspent

money

online

ondigital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;

Base:

n=55,

Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsDirect2Drive

shoppers

access

the

internet

via

a

smartwatch

more

often

than

theaverage

digital

video

game

buyerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet96%95%

95%84%78%77%76%65%58%56%56%51%49%48%47%46%43%42%38%36%28%27%25%20%19%16%12%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletSmartwatchGaming

console

Streaming

device

Smart

speakersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Where

have

youspent

money

onlineondigital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

MultiPick;Base:n=55,

Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Direct2Drive

shoppers

tend

to

post

pictures

and

videos

online

more

often

thanother

digital

video

game

buyersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype75%70%72%69%67%66%64%62%62%60%61%58%56%51%55%55%49%46%53%53%53%45%52%51%51%49%48%46%32%27%6%5%2%1%0%

1%Postedpictures/videosFollowedpeopleLiked

postsbyotherusersFollowedcompaniesSharedpostsbyother

usersCommentedon

postsLikedcompanypostsSentprivatemessagesSharedcompanypostsPosted

texts

Ihaveonly

Ihaven’t

used/statusupdatesused

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youspent

money

online

on

digital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";Multi

Pick;Base:n=55,

Direct2Driveshoppers,

n=1053,

digital

video

gamebuyers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Direct2Drive

shoppers

tend

to

read

daily

newspapers

more

often

than

digitalvideo

game

buyers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks89%82%78%81%80%77%74%73%65%68%67%63%63%60%52%51%49%39%49%44%44%44%42%34%37%27%37%29%37%29%20%24%17%TVDigitalvideocontentRadioDigitalmusiccontentPodcastsDailynewspapersOnlinenewswebsitesMagazinesOnlinemagazinesMovies

/cinemaWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youspent

money

online

ondigital

video

gamesin

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?";

Multi

Pick;Base:n=27,Direct2Driveshoppers,

n=514,

digital

video

gamebuyers,

n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023Direct2Drive

shoppers

remember

hearing

adson

music

portals

and

streamingservices

more

often

than

other

digital

video

game

buyersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDirect2Drive

shoppersinSouth

Africa

havecome

across

digital

advertisinginthepast4weeks64%60%60%57%55%51%51%51%50%46%44%47%45%43%43%38%44%44%41%42%41%30%40%37%35%33%31%26%26%20%Onlinestores

Search

engines

Social

mediaVideo

portalsMusicportalsWebsitesandappsof

brandsVideo

games

Video

streamingservicesOtherappsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Where

have

youspent

money

online

on

digital

video

gamesin

the

past

12

months

(downloads,

in-app

purchases,

subscriptions)?";

MultiPick;

Base:

n=55,

Direct2Driveshoppers,

n=1053,

digital

video

game

buyers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202356%

of

Direct2Drive

shoppers

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks56%55%47%53%53%48%47%45%45%44%44%42%42%40%40%37%34%29%28%27%26%21%14%9%OnTVDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies

Onadvertising/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digita