2021年手游报告之父母篇（英）-19正式版.docx

MODERNMOBILEjIGAMERi2021:ParentEditionTHEMODERNMOBILEGAMERTMPresentedBymobileice6THEMODERNMOBILEGAMERTM2021:PARENTEDITIONExecutiveSummary3KeyFindings5Methodology6MeettheParents7ParentPersona#18Demographics9TheNewFamilyDynamicEducation&CareerParentPersona#211MobileUsage12GeneralAppHabitsGamingHabitsShoppingHabitsParentPersona#315Brand&AdPreferences16BrandEngagementAdEngagementRewardedAdPreferencesConclusion18ConnectWithMoreThan1.6519BillionMobileConsumersTHEMODERNMOBILEGAMERTM2021:PARENTEDITIONTapjoyintroducedtheworldtotheModernMobileGamerin2017.Overtheyears,ourdemographicprofilereportshaverevealedindustry-firstinsightsintowhoplaysmobilegames,howtheyengagewithads,howtheyshop,andmuchmore.Inearly2021,wekickedoffthenextevolutionoftheModernMobileGamerseriesbyconnectingwithconsumersacrossfourkeypersonas:GenZ,Parents,Millennials,andGenX.We,veunearthednewperspectivesontheirday-to-daymobilehabits,adpreferences,shoppingbehavior,andmore.We,rethrilledtointroduceyoutothemodernParentconsumer."Parentsjustdon,tunderstand?Thisstatementhaslongepitomizedhowyoungergenerationshavefeltaboutthosethatcamebeforethem.Buttoquoteyetanothersong,thetimes,theyarea-changin,.Foronething,familydynamicsaremarkedlydifferentthandecadespast.Modernparentseschewtraditionalgenderroles,withlaborbecomingmoreevenlydividedamongwomenandmenwhilethenumberofstay-at-homedadscontinuestorise.Thisshifttranslatestoamoregender-neutralparentingstyle.Today'sparentsarefarmoretech-savvythantheirownparentswere.They,vegrownupwiththeinternetandseenitsevolutionintothevastnetworkofconnecteddevicesweknowtoday.Modernparentsaretunedin;theyknowthemusic,thememes,andthetrendstheirchildrenareobsessedwith.Asfortheirownrelationshipswiththeirmobiledevices,parentsseesmartphonesasaconvenientwaytotakecareofbusiness.Whetherit'sorderinggroceries,stockinguponback-to-schoolsupplies,ormanagingtheirfinances,theirfirstinstinctistoreachfortheirphones.Accordingtoourdata,75%ofparentsshoponmobile1-4timesaweek,whichismorethantheaveragesforGenZ(68%),Millennials(73%),andGenX(72%).Betweentheircareersandfamily,parentsofyoungerchildrendon'tgetalotofdowntime.Inthosefleetingmoments,they,restillreachingfortheirphonesonlythistime,it,stoplaymobilegames.Nearlythree-quartersofparentssurveyedsaidtheyplaymobilegameseveryday,and33%saidmobilegameswerethelastapptheyusedatnight,beatingoutallothermobileactivities.Forparents,rewardedadsofferthebestofbothworlds-theygettoenjoytheirMmeMtimeandplaygameswhilebuyingthingstheyprobablywouldhavepurchasedanyway.Ourdatashowsthatparentsoverwhelminglypreferrewardedmobilegameadstosocialmediaads,and40%ofparentscompleterewardedadoffersonadailybasis.ForthiseditionofourModemMobileGamerTMreport,wesurveyed5,498gamersontheMobiIeVoice(B)byTapjoynetworkthatself-identifiedasparents.AreyoureadytomeettheParentModemMobileGamer?Becausethey,rereadytomeetyou.FINDINGThefamilydynamichaschanged.Only55%ofparentssurveyedaremarried,and77%areemployedorself-employed.Withbothparentsgoingtoworkinmanyhouseholds,houseworkandchildcarearemoreevenlydivided.Gametimeischilltime.72%saymobilegamesmakethemfeelrelaxed.Whichmakessensethatthemajorityofparentssaidmobilegamesaretheirfavoritemobileactivity,beatingsocialmediaandmessaging/communications.氏fill:Parentsareavidmobilegamers.Infact,90%usemobileasagamingplatform,comparedto31%whouseconsolesorhandheldsand23%whoplayPCgames.64%ofparentsreportplayingmobilegames"veryoften"morethananyotherdemographicwhile70%saytheyplaymobilegamesinatypicalday.Around53%havebetweenthreeandsixmobilegamesontheirphones,andnearlyafifthhave10ormoregames!1.ikeeveryoneelse,parentsarelookingforagoodbargainandwanttogettheirmoney'sworthoutofpurchases.However,theyalsovalueconvenience-and73%liketheconvenienceofshoppingonmobile.Becauseofthis,to-gofoodandmealkitsubscriptionswereverypopularduringtheCOVID-19pandemicof2020.Parentsareespeciallyfondoftherewardedadmodel.Theylovebeingabletomakeaquickpurchaseinbetweenroundsoftheirfavoritemobilegames,andthevalueexchangemakestheoffersevenmoreenticing.Infact,40%ofparentscompleterewardedadoffersdaily.B-，b'METHODOLOGY,二.a.-、5j4Respondents.,，、；.；.<The-styciy'srespbo,dehtsiondandcompleted.%.JrewardedMobiIeVoieeO<,.廿.、,：srveyoffersoinTheTpjoy',.)ff6rwaih-iQ1.andQ2,1"-202，,'：<.：''.4,1t.'.、Opt-inFrticipationJ/CohesiveBranding.SurveyPeriod,.,:、;；.Rondefts'reviewed，J.Campaignbrandingyas-.，ReSpgnsesvyerecollectedAllrespanderijsverifiedinstructionalinformation；,./OtomaticaIfycustomized-andanalyzedfrommultipletttheywiere18-yearsandoptedinto,tomatdheachhostapp'.suh/eysIaufTQhQdin.,-',ofageqolder./.、,":pgrticFpateinexchange".；.:visualstyle.-'FebruaryandJune202T.;.'''*.,*'M',