2021年Z世代移动报告（英）-19正式版.docx

2021:GenZEditionTHEMODERNMOBILEGAMERTMPresentedBycJapioyTABC0hExecutiveSummary3KeyFindings5Methodology6MeetGenerationZ7MeetGenerationZPersona18Jada,23SanFrancisco,CADemographics9TheNewGenderParadigmEducation&CareerFamilyDynamicsMeetGenerationZPersona211Devon,20WaynetNJMobileUsage12GeneralAppHabitsGamingHabitsShoppingHabitsMeetGenerationZPersona315Dakota,18Boulder,COBrand&AdPreferences16BrandEngagementAdEngagementConclusion18ConnectWith19GenZConsumersTHEMODERNMOBILEGAMER2021:GENZEDITIONTapjoyintroducedtheworldtotheModemMobileGamerTMj2017.Overtheyears,ourdemographicprofilereportshaverevealedindustry-firstinsightsintowhoplaysmobilegames,howtheyengagewithads,howtheyshop,andmuchmore.Inearly2021,wekickedoffthenextevolutionoftheModernMobileGamerseriesbyconnectingwithconsumersacrossfourkeypersonas:GenZ,Parents,Millennials,andGenX.We'veunearthednewperspectivesontheirday-to-daymobilehabits,adpreferences,shoppingbehavior,andmore.Today,weintroduceyoutotheGenZconsumer.Inthe14yearssincethelaunchofthefirstiPhone,we,veseenanincredibledigitaltransformation.Entertainment,gaming,commerce,advertisinghardlyanindustrywasleftuntouchedbythemovetomobile.Gradually,weallgotusedtohavingfour-inchcomputersinourpocket,andnowit'shardtorememberatimebeforesmartphones.ForGenerationZ5however,thishasalwaysbeentheirworld.EventheoldestuZoomers/'astheyareknown,werejustchildrenwhentheiPhonehitthemarket.Theyliterallycan,trememberatimebeforesmartphonesbecausethattimehasvirtuallyneverexistedforthem.Asaresult,thisgenerationbornin1997andlater-hasaspecialrelationshipwithmobileplatforms.They,redigitalnativeswhogrewupwithsmartphonesintheirhands;nearlyaquarterofthosesurveyedreceivedtheirfirstsuchdevicewhentheywere10oryounger.Zoomersaretech-savvy,activeonsocialmedia,andconstantlyintouchwiththeirfriendsthroughavarietyofcommunicationandmessagingapps.They'realsoavidmobilegamers:86%usemobileasagamingplatform,comparedto42%whoreportedusingconsolesorhandheldsand38%ofPCgamers.Ontopofgrowingupinamobile-firstworld,GenerationZalsohasauniquerelationshipwithadvertising.Tothem,adshavebeenlargelyoptional;theycanskipvideoadsonYouTubeandTwitch,fast-forwardthroughcommercialsorpayafewdollarsextraforstreamingservicesthatexcludethem,andeveninstalladblockersintheirwebbrowsers.ThafsnottosayGenZisentirelyad-adverse;theyjusthavehighstandardswhenitcomestomarketingandbrandedcontent.Manyfactorsinfluencetheirpurchasingdecisions:pricingandproductquality,ofcourse,butalsobrandvaluesandsustainability.GenZisincrediblysociallyaware,andthey'reoftenlookingforbrandsthatsharethosevalues.They'realsomorecomfortablewithidentitiesthatdon,tfitestablishedstereotypes,sothegender-basedmarketingusedwitholdergenerationswon,thavethesameeffectiveness.ForthiseditionofourModernMobileGamerreport,wesurveyed7,103U.S.consumersontheTapjoynetworkbetweentheagesof18-24.AreyoureadytomeettheGenerationZModernMobileGamer?Becausethey'rereadytomeetyou.GenZisincrediblytunedintothemobileecosystem.Ofthosewesurveyed,22%ofZoomersgottheirfirstsmartphoneatage10oryounger,and61%startedusingsmartphonesbetweentheagesof11and17.Almosthalfreplacesmartphonesevery2-3years.Theirfavoritemobileactivitiesaremobilegames,socialmedia,andentertainmentsuchasstreamingappslikeNetflixorDisney+.Zoomersfrequentlyusetheirmobiledevicesforshopping.68%shoponmobilephones1-4timesperweek.60%ofZoomersfrequentlypurchaseto-gofoodordelivery,and57%makefrequentretailpurchasesonmobile.Theirpreferredwaystomakepurchasesonmobileareonbrandedappsande-commercestorefronts,throughrewardedoffersinmobilegames,andthroughInstagramads,respectively.53% report engaging with rewarded mobile game ads compared to 38% on Instagram, 23% on TikTok, 22% on Facebook, 17% on Twitter, and 16% on Google Shopping.ESTheypreferrewardedmobilegameadsoversocialmediaandsearchadvertising.GenZhasauniquerelationshipwithadvertisingandtheirfavoritebrands.Theydislikeintrusiveadsandinauthenticbrands,buttheyvaluemeaningfulandcreativecontentsuchasfunnyvideos,shareablememes,andsupportofimportantsocialandenvironmentalissues.TheCOVID-19pandemicledtoariseinmobileactivity.71%ofZoomersreportedplayingmoremobilegamesin2020.and55%foundmobilegames"morefunandengagingthanexpected5'duringthepandemic.Overone-thirdofZoomerssaidtheyspentmoretimeshoppingduringthepandemic一particularlyforhomegoodsandmealkits!METHODQek"：<Q.*,一.,.“7jTRespondents.，.-.The-styciy'srespQQdehtsfondandcompleted.，b',二.a.-1，,.'.，.、Opt-inParticipation/CohesiveBranding.SurveyPeriod"kfcEJ-I,'I4,，'/-.I.i；.Rondeftts'reviewed,.：,Campaignbrandingwas-.，ReSpgnsesvyercollectedAllrespanderijsverified：instructionalinformation；,./3OtomaticaIfycustomized-andanalyzedfrommultiplettthey'w<ere18-yearsrewardedCPAsurveyoffers二andoptedinto,tdmatdheachhostappis'suh/eysIauHQhQdi