2021年Z世代移动报告（英）-19正式版.docx

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1、2021:GenZEditionTHEMODERNMOBILEGAMERTMPresentedBycJapioyTABC0hExecutiveSummary3KeyFindings5Methodology6MeetGenerationZ7MeetGenerationZPersona18Jada,23SanFrancisco,CADemographics9TheNewGenderParadigmEducation&CareerFamilyDynamicsMeetGenerationZPersona211Devon,20WaynetNJMobileUsage12GeneralAppHabitsGa

2、mingHabitsShoppingHabitsMeetGenerationZPersona315Dakota,18Boulder,COBrand&AdPreferences16BrandEngagementAdEngagementConclusion18ConnectWith19GenZConsumersTHEMODERNMOBILEGAMER2021:GENZEDITIONTapjoyintroducedtheworldtotheModemMobileGamerTMj2017.Overtheyears,ourdemographicprofilereportshaverevealedindu

3、stry-firstinsightsintowhoplaysmobilegames,howtheyengagewithads,howtheyshop,andmuchmore.Inearly2021,wekickedoffthenextevolutionoftheModernMobileGamerseriesbyconnectingwithconsumersacrossfourkeypersonas:GenZ,Parents,Millennials,andGenX.Weveunearthednewperspectivesontheirday-to-daymobilehabits,adprefer

4、ences,shoppingbehavior,andmore.Today,weintroduceyoutotheGenZconsumer.Inthe14yearssincethelaunchofthefirstiPhone,we,veseenanincredibledigitaltransformation.Entertainment,gaming,commerce,advertisinghardlyanindustrywasleftuntouchedbythemovetomobile.Gradually,weallgotusedtohavingfour-inchcomputersinourp

5、ocket,andnowitshardtorememberatimebeforesmartphones.ForGenerationZ5however,thishasalwaysbeentheirworld.EventheoldestuZoomers/astheyareknown,werejustchildrenwhentheiPhonehitthemarket.Theyliterallycan,trememberatimebeforesmartphonesbecausethattimehasvirtuallyneverexistedforthem.Asaresult,thisgeneratio

6、nbornin1997andlater-hasaspecialrelationshipwithmobileplatforms.They,redigitalnativeswhogrewupwithsmartphonesintheirhands;nearlyaquarterofthosesurveyedreceivedtheirfirstsuchdevicewhentheywere10oryounger.Zoomersaretech-savvy,activeonsocialmedia,andconstantlyintouchwiththeirfriendsthroughavarietyofcomm

7、unicationandmessagingapps.Theyrealsoavidmobilegamers:86%usemobileasagamingplatform,comparedto42%whoreportedusingconsolesorhandheldsand38%ofPCgamers.Ontopofgrowingupinamobile-firstworld,GenerationZalsohasauniquerelationshipwithadvertising.Tothem,adshavebeenlargelyoptional;theycanskipvideoadsonYouTube

8、andTwitch,fast-forwardthroughcommercialsorpayafewdollarsextraforstreamingservicesthatexcludethem,andeveninstalladblockersintheirwebbrowsers.ThafsnottosayGenZisentirelyad-adverse;theyjusthavehighstandardswhenitcomestomarketingandbrandedcontent.Manyfactorsinfluencetheirpurchasingdecisions:pricingandpr

9、oductquality,ofcourse,butalsobrandvaluesandsustainability.GenZisincrediblysociallyaware,andtheyreoftenlookingforbrandsthatsharethosevalues.Theyrealsomorecomfortablewithidentitiesthatdon,tfitestablishedstereotypes,sothegender-basedmarketingusedwitholdergenerationswon,thavethesameeffectiveness.Forthis

10、editionofourModernMobileGamerreport,wesurveyed7,103U.S.consumersontheTapjoynetworkbetweentheagesof18-24.AreyoureadytomeettheGenerationZModernMobileGamer?Becausetheyrereadytomeetyou.GenZisincrediblytunedintothemobileecosystem.Ofthosewesurveyed,22%ofZoomersgottheirfirstsmartphoneatage10oryounger,and61

11、%startedusingsmartphonesbetweentheagesof11and17.Almosthalfreplacesmartphonesevery2-3years.Theirfavoritemobileactivitiesaremobilegames,socialmedia,andentertainmentsuchasstreamingappslikeNetflixorDisney+.Zoomersfrequentlyusetheirmobiledevicesforshopping.68%shoponmobilephones1-4timesperweek.60%ofZoomer

12、sfrequentlypurchaseto-gofoodordelivery,and57%makefrequentretailpurchasesonmobile.Theirpreferredwaystomakepurchasesonmobileareonbrandedappsande-commercestorefronts,throughrewardedoffersinmobilegames,andthroughInstagramads,respectively.53% report engaging with rewarded mobile game ads compared to 38%

13、on Instagram, 23% on TikTok, 22% on Facebook, 17% on Twitter, and 16% on Google Shopping.ESTheypreferrewardedmobilegameadsoversocialmediaandsearchadvertising.GenZhasauniquerelationshipwithadvertisingandtheirfavoritebrands.Theydislikeintrusiveadsandinauthenticbrands,buttheyvaluemeaningfulandcreativec

14、ontentsuchasfunnyvideos,shareablememes,andsupportofimportantsocialandenvironmentalissues.TheCOVID-19pandemicledtoariseinmobileactivity.71%ofZoomersreportedplayingmoremobilegamesin2020.and55%foundmobilegamesmorefunandengagingthanexpected5duringthepandemic.Overone-thirdofZoomerssaidtheyspentmoretimesh

15、oppingduringthepandemic一particularlyforhomegoodsandmealkits!METHODQek：Q.*,一.,.“7jTRespondents.，.-.The-styciysrespQQdehtsfondandcompleted.，b,二.a.-1，,.，.、Opt-inParticipation/CohesiveBranding.SurveyPeriodkfcEJ-I,I4,，/-.I.i；.Rondefttsreviewed,.：,Campaignbrandingwas-.，ReSpgnsesvyercollectedAllrespanderijsverified：instructionalinformation；,./3OtomaticaIfycustomized-andanalyzedfrommultipletttheywere18-yearsrewardedCPAsurveyoffers二andoptedinto,tdmatdheachhostappissuh/eysIauHQhQdi