2021年手游報告之父母篇（英）-19正式版

2021:ParentEditionTHEMODERNMOBILEGAMER?PresentedByTABLEOFCONTENTSExecutiveSummaryKeyFindings356789MethodologyMeettheParentsParentPersona#1DemographicsTheNewFamilyDynamicEducation&CareerParentPersona#21112MobileUsageGeneralAppHabitsGamingHabitsShoppingHabitsParentPersona#31516Brand&AdPreferencesBrandEngagementAdEngagementRewardedAdPreferencesConclusion1819ConnectWithMoreThan1.65BillionMobileConsumersPAGE|2EXECUTIVESUMMARYTapjoyintroducedtheworldtotheModernMobileGamer?in2017.Overtheyears,ourdemographicpro?lereportshaverevealedindustry-?rstinsightsintowhoplaysmobilegames,howtheyengagewithads,howtheyshop,andmuchmore.Inearly2021,wekickedo?thenextevolutionoftheModernMobileGamer?seriesbyconnectingwithconsumersacrossfourkeypersonas:GenZ,Parents,Millennials,andGenX.We’veunearthednewperspectivesontheirday-to-daymobilehabits,adpreferences,shoppingbehavior,andmore.We’rethrilledtointroduceyoutothemodernParentconsumer.“Parentsjustdon’tunderstand.”Thisstatementhaslongepitomizedhowyoungergenerationshavefeltaboutthosethatcamebeforethem.Buttoquoteyetanothersong,thetimes,theyarea-changin’.Foronething,familydynamicsaremarkedlydi?erentthandecadespast.Modernparentseschewtraditionalgenderroles,withlaborbecomingmoreevenlydividedamongwomenandmenwhilethenumberofstay-at-homedadscontinuestorise.Thisshifttranslatestoamoregender-THEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|3neutralparentingstyle.stillreachingfortheirphones—onlythistime,it’stoplaymobilegames.Nearlythree-quartersofparentssurveyedsaidtheyplaymobilegameseveryday,and33%saidmobilegameswerethelastapptheyusedatnight,beatingoutallothermobileactivities.Today’sparentsarefarmoretech-savvythantheirownparentswere.They’vegrownupwiththeinternetandseenitsevolutionintothevastnetworkofconnecteddevicesweknowtoday.Modernparentsaretunedin;theyknowthemusic,thememes,andthetrendstheirchildrenareobsessedwith.Forparents,rewardedadso?erthebestofbothworlds—theygettoenjoytheir“me”timeandplaygameswhilebuyingthingstheyprobablywouldhavepurchasedanyway.Ourdatashowsthatparentsoverwhelminglypreferrewardedmobilegameadstosocialmediaads,and40%ofparentscompleterewardedado?ersonadailybasis.Asfortheirownrelationshipswiththeirmobiledevices,parentsseesmartphonesasaconvenientwaytotakecareofbusiness.Whetherit’sorderinggroceries,stockinguponback-to-schoolsupplies,ormanagingtheir?nances,their?rstinstinctistoreachfortheirphones.Accordingtoourdata,75%ofparentsshoponmobile1-4timesaweek,whichismorethantheaveragesforGenZ(68%),Millennials(73%),andGenX(72%).ForthiseditionofourModernMobileGamer?report,wesurveyed5,498gamersontheMobileVoice?byTapjoynetworkthatself-identi?edasparents.AreyoureadytomeettheParentModernMobileGamer??Becausethey’rereadytomeetyou.Betweentheircareersandfamily,parentsofyoungerchildrendon’tgetalotofdowntime.Inthose?eetingmoments,they’reTHEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|4KEYFINDINGSThefamilydynamichaschanged.Parentsareavidmobilegamers.Only55%ofparentssurveyedaremarried,and77%areemployedorself-employed.Withbothparentsgoingtoworkinmanyhouseholds,houseworkandchildcarearemoreevenlydivided.Infact,90%usemobileasagamingplatform,comparedto31%whouseconsolesorhandheldsand23%whoplayPCgames.64%ofparentsreportplayingmobilegames“veryoften”—morethananyotherdemographic—while70%saytheyplaymobilegamesinatypicalday.Around53%havebetweenthreeandsixmobilegamesontheirphones,andnearlya?fthhave10ormoregames!Gametimeischilltime.Likeeveryoneelse,parentsarelookingforagoodbargainandwanttogettheirmoney’sworthoutofpurchases.Parentsareespeciallyfondoftherewardedadmodel.72%saymobilegamesmakethemfeelrelaxed.Whichmakessensethatthemajorityofparentssaidmobilegamesaretheirfavoritemobileactivity,beatingsocialmediaandmessaging/communications.Theylovebeingabletomakeaquickpurchaseinbetweenroundsoftheirfavoritemobilegames,andthevalueexchangemakestheo?ersevenmoreenticing.Infact,40%ofparentscompleterewardedado?ersdaily.However,theyalsovalueconvenience—and73%liketheconvenienceofshoppingonmobile.Becauseofthis,to-gofoodandmealkitsubscriptionswereverypopularduringtheCOVID-19pandemicof2020.THEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|5METHODOLOGY5,498RespondentsOpt-inParticipationCohesiveBrandingSurveyPeriodAgeVeri?cationThestudy’srespondentsfoundandcompletedrewardedMobileVoice?surveyo?ersontheTapjoyO?erwallinQ1andQ22021.RespondentsreviewedinstructionalinformationandoptedintoCampaignbrandingwasautomaticallycustomizedtomatcheachhostapp’svisualstyle.ResponseswerecollectedandanalyzedfrommultiplesurveyslaunchedinAllrespondentsveri?edthattheywere18yearsofageorolder.participateinexchangeforin-gamerewards.FebruaryandJune2021.CuratedResponsesBudgetManagementGeographicTargetingVirtualRewardsExtensiveReachResponseswere?lteredinordertogetthemostaccurateandrelevantdata.Decimalswereroundedtothenearestwholenumber.Campaignspendwasthrottleddynamicallybasedonourgoalsandrequirements.U.S.targetingwasde?nedbyusers’devicesettingsatthetimethesurveyswereconductedandcon?rmedbytherespondents.InexchangeforThesurveycampaignwasdistributedacrossavarietyofpopularmobilegamesintheTapjoyparticipation,respondentsreceivedmobilegamerewardsorpremiumcontentnativetoeachgame’svirtualeconomy.mobileadnetwork.THEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|6MEETTHEPARENTSToday’sparentsarefarmoretech-savvyandconnectedthantheirownparentswere.They’veseentheevolutionoftheinternetfromthedaysofdial-uptoanalways-connectedecosystemofsmartdevices.Commandingabuyingpowerof$1.3trillion,parentsaren’tjustshoppingforthemselves;theytaketheirfamilies’needsintoconsiderationwhenmakingmajorpurchases.Becauseoftheirbusyschedules,convenienceisveryimportant,whichiswhytheyturntotheirsmartphonesforjustabouteverything.Ravinder,41Jamie,32Olivia,26Allentown,PAChicago,ILSanAntonio,TXTHEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|7MEETTHEPARENT:PERSONA1Ravinder,41—Allentown,PA?Stay-at-homedadofthreekids,ages10,7,and4?Turnstomobilegamesinhislimiteddowntime?Hasapartnerwithademandingjob,leavinghimtomakehouseholdpurchasingdecisionsWhenRavinder’syoungestdaughterwasborn,heandhispartnerdecidedthathewouldleavehisjobasanelementaryschoolteacherandstayhomewiththekids.He’sembracedhisroleasastay-at-homedad,andtakesprideingettinghisgirlsreadyforschoolandshuttlingthembackandforthtosoccergames,musiclessons,andbirthdayparties.Withhispartnerworkinglonghours,Ravinderdoesn’tgetalotofdowntimebetweentakingcareofthekidsandmaintainingthehouse,buthewouldn’thaveitanyotherway.Hisoldestnowshareshislifetimeloveofvideogames,andhecouldn’tbemorethrilledaboutit.However,thatmeansthefamily’ssharedgameconsoleisofteninuse.Togethisgaming?x,Ravinderturnstothedozenorsomobilegameshehasdownloadedonhissmartphone.Whenherunsoutofvirtualcurrency,helooksforo?ersontheTapjoyO?erwalltoreplenishhissupply.Oneday,heseesano?erforamealkitsubscription,completewithasteepdiscountfornewmembers.Thinkingabouthowmuchsimplerthatwouldmakeweeknightmealprep,hesignsup,receiveshisrewards,andgoesbacktohisgame.Ravindertakescareofmostofthefamily’srecurringpurchases,likegroceries,newclothes,andschoolsupplies.Mostofthetime,hereachesforhisphoneassoonasherealizesthekidsneedsomething—it’ssomucheasiertoorderfromanappinsecondsthangotoastore.He’salsoturnedtogrocerydeliverytomakehislifeeasier,andtheconvenienceandtimesavedmorethanmakeupforthecost.Favoritemobilegames:FamilyGuy:TheBowmastersQuestforStu?PictureCrossTHEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|8DEMOGRAPHICSTheNewFamilyDynamicAGESOFCHILDRENYouknowthoseindustry-killing,avocado-toast-lovingmillennialsyou’veheardsomuchabout?Contrarytopopularperception,millennialsaren’tkids;infact,they’rehavingkids.OfalltheparentssurveyedontheTapjoynetwork,37%arebetweentheagesof25and39,faroutnumberinganyotheragegroup.They’reoverwhelminglywomen,largelycollege-educated,andbalancingprofessionalliveswithfamilytimewhilenavigatingthechallengesofmodernparenthood.23%<1yearold35%ages2-521%ages6-820%ages9-1220%ages13-1723%18orolderModernparentsareshakingupthetraditionalfamilydynamic.Oftheparentssurveyed,onlyalittleoverhalfweremarried.Withyoungchildrenathome,thenumberofstay-at-homedadsisontherise,andthedivisionoflaborisbecomingmoreevenlydivided.Meanwhile,newparentsincreasinglyfavoramoregender-neutralparentingstyle.NUMBEROFCHILDRENGENDERBREAKDOWNRELATIONSHIPSTATUS22%aresingle39%have1child71%arefemale27%aremaleareinarelationship23%63%have2-3children8%have4ormorechildren55%

aremarriedorinadomesticpartnership1%arenon-binaryTHEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|9DEMOGRAPHICSEducation&CareerEMPLOYMENTSTATUSToday’sparentsaregenerallybettereducatedthantheirownparents’generations,butthathasn’tnecessarilytranslatedintocareersuccessand?nancialstability.Youngerparentsgrewupduringalongperiodofeconomicturmoil,makingitdi?culttoestablisha?nancialfoothold.Arounda?fthofmobilegamerparentsareunemployed,thoughthis?gurelikelyrepresentsacontingentofstay-at-homeparents.Overall,just11%ofparentsholdleadershiporseniormanagementroles,despite72%havingaleastsomecollegeeducation,ifnotaBachelor’sorhigherdegree.They’restillchampionsofeducation,though—it’sthemostcommonindustryinwhichtheywork.77%arecurrentlyemployed35%aresoleearnersintheirfamilies40%arejointearners13%arestay-at-homeparents20%areunemployedTOPFIVEINDUSTRIESPARENTSWORKIN:HIGHESTLEVELOFEDUCATIONEducation30%havesomecollegeeducationand/orarecurrentlypursuingadegreeHealthcareAgricultureArt/EntertainmentFinance42%haveatleastaBachelor’sdegreeTHEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|10MEETTHEPARENT:PERSONA2Jamie,32—Chicago,IL?Singleparentwithasix-year-old?RegisterednurseworkingontheirMaster’sdegreeonline?LikestowinddownwithmobilegamesattheendofalongdayFromthetimeJamie’salarmgoeso?at6AM,they’reonthemove.TheyhavetogetOnenight,they’reshortongemsandopenuptheTapjoyO?erwalltogetmore.Jamieseesarewardedo?ertotestdriveanewmobilegame,andafterplayingafewlevels,itseemslikesomethingthey’denjoy.Plus,they’llgetrewardsjustfordownloadingthefreeapp!It’sawin-win—Jamiegetsthevirtualrewardstheywerelookingforandanewmobilegamefortheirever-expandingcollection.themselvesreadyforanothergruelingshiftatthehospitalwhilepreparingtheirsix-year-oldsonforadayatgrandma’shouse.Afterbeingontheirfeetallday,allJamiewantstodowhentheygethomeisrelax,butinstead,they’remakingdinnerandgoingthroughthebathandbedtimeprocesswiththeirson—healwaysrequestsjustonemorestory.Oneveningsandweekends,they’retakingclassesonlinetogettheirMaster’sdegree,whichtheyhopewillleadtoabetter-payingnursepractitionerrole.Favoritemobilegames:Dragons:TitanUprisingCastleClashWhenthey’re?nallydone,allJamiewantstodoistuneoutandrelax.Theendoftheirdayismarkedlydi?erentthanthebeginning;theygetintheircozypajamasandcurlupwithafewroundsoftheirfavoritemobilegames.Jamievaluesthese?eetingmomentsof“metime”andisalwayslookingfornewappstohelpunwind.WordscapesTHEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|11MOBILEUSAGEForparents,smartphonesareanindispensabletool.Nearlythree-quartersofparentsontheTapjoynetworkreceivedtheir?rstsmartphonesatage24oryounger,somanyhavegrownupwiththistechnologyandareverycomfortablewithit.Asaresult,they’realsocomfortablelettingtheirchildrenusehandhelddevicesandplaygames,thoughmanykeepacloseeyeontheirkids’activities.76%usesocialmediainatypicalday74%useFacebook54%useInstagram73%ofparentsusemobilephonesforbankingor?nances,morethanGenZ(59%),Millennials(72%),andGenX(67%)31%useTikTok29%useTwitter57%replacetheirsmartphonesevery2-3years,morethanthetech-obsessedGenZ(49%)andMillennials(55%)TOP3FAVORITEGeneralAppHabits57%spentmoretimeonmobiledevicesin2020MOBILEACTIVITIESParentsstarttheirdaybycheckingemail,socialmedia,andmessages.They’reveryactiveonsocialmedia,thoughtheyskewmoretowardslegacyplatformslikeFacebookthantheGenZ-favoriteTikTok.Theyturntotheirphonesforentertainment—bothforthemselvesandthekids—aswellasmanagingtheir?nances,makingpurchases,andkeepingintouchwithlovedones.MobilegamesSocialmedia77%watchedmoremoviesandTVMessagingorCommunications57%usedsocialmediamoreTHEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|1279%saymobilegamesaretheirfavoritemobileactivityGamingHabitsTheparentsontheTapjoynetworkdefythestereotypethatvideogamesareforkids.Notonlyaremanyofthemavidgamers,theyoverwhelminglyprefermobileastheirgamingplatformofchoice.Awhopping70%playmobilegamesinatypicalday,oftenchoosingtoendthedaywiththem.MobilegameswereaparticularlypopularpastimeduringtheCOVID-19lockdownsof2020,andparentscontinuetoactivelyseekoutnewgamingappstorelaxandstayentertained.90%usemobileasagamingplatform,comparedto31%console/handheldand23%PC49%areactivelylookingfornewmobilegames45%playmobilegameswiththeirkids,comparedto29%whoplayconsole/PCgameswiththeirchildren74%playedmobilegamesmorein2020thanpreviousyears72%saymobilegamesmakethemfeelrelaxed33%saymobilegamesarethelastapptheyuseatnight,beatingoutsocialmedia(32%)andemail(16%)58%downloadedmoregamingapps36%playednewgenres51%saidmobilegamesweremorefunandengagingthanexpected83%plantocontinueplayingmoremobilegames53%havebetween3-6mobilegamesontheirphones,while19%havemorethan10TOPREASONSFORTRYINGNEWGAMINGAPPSFAVORITEGAMINGGENRES1.Action/adventure2.Puzzle/Match-33.RPGIt’sfreetoplaySawafunad64%ofparentsplaymobilegames“veryoften”—morethanGenZ(56%),Millennials(59%),andGenX(62%)4.WordFriendsareplayingit5.BattleroyaleTHEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|13ShoppingHabitsPURCHASINGHABITSWhetherit’sgroceries,homegoods,clothes,orbeautyproducts,mobileshoppingisago-toforparents.Valueisanimportantfactor,butsoisconvenience—that’soneofthereasonstheylikeshoppingonmobilesomuch,particularlythroughspeci?cbrandapps.Theirchildrenalsoplayabigroleintheirpurchasingdecisions;evenwhennotbuyingthingsforthekids,parentsstillhavetokeepthewholefamilyinmind.Afterayearinlockdown,parentsarereadytospendonbigeventsin2021,particularlybacktoschoolandthewinterholidays.48%ofparentsprefertoshopdirectlythroughbrandapps73%liketheconvenienceofshoppingonmobileTOPMOBILEPURCHASES75%shoponmobile1-4timesaweek,morethanGenZ(68%),Millennials(73%),GenX(72%)56%plantospendmorethanusualonthewinterholidaysin202112347%plantospendmorethanusualonbacktoschoolshoppingin202152%clothing/shoes47%beauty/hygiene46%videogames47%shoppedonmobilemoreduringthepandemicandplantokeepupthehabitINCREASEDONLINEPURCHASESIN202074%entertainment/streamingservices50%beauty/hygiene54%clothing/apparelTOPPURCHASINGREASONS57%to-gofood1.58%comfort2.43%fun37%mealkits/grocerydelivery26%alcohol3.30%valueTHEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|14MEETTHEPARENT:PERSONA3Olivia,26—SanAntonio,TX?Parentoftoddlertwins?Full-timestudentandfreelanceartist?GrewupwithmobilegamesandenjoysthesocialaspectsIt’sanexcitingtimeinOlivia’slife.TheparentoftworecentlymarriedtheirpartneranddecidedtogobacktoschooltogettheirBachelor’sdegree.Nowthey’rejugglingonlineclasses,freelanceassignments,andcaringfortwintoddlers,whichmeanseverydayisahustle.Theydon’tknowhowthey’ddoitwithoutthehelpoftheirsupportivepartner,who’stakenonmorethanhisfairshareofhouseworkandcookingdutiessincetheydecidedtopursuetheireducation.Theyhaveabigprojectcomingupforschool,andtheyhavetomeetupwithsomeoftheirclassmatestocompletethegroupassignment.Afterayearofbeingstuckinatwo-bedroomapartmentwithtwobabies,they’rereadytogetoutofthehouseagain,buttheirwardrobeneedsaseriousoverhaulandtheyhaven’tgoneshoppingsincebeforetheywereonleavewiththetwins.Oneafternoonduringthetwins’nap,theyseeanadforapersonalizedclothingsubscriptionservicewhileplayingamobilegame.Signingupcostsnexttonothingthankstotherewardedo?er,sotheydecidetogiveitatry.Oliviadoestheirbesttostayintouchwiththeirlongtimegroupoffriends,thoughit’stoughnowthatthey’veallmovedtodi?erentpartsofthecountry.RegularZoomhappyhourshavehelpedthemstayconnected,andtheyalsoregularlyplaygamestogetheronline.Sinceeveryoneinthegrouphasasmartphone,mobilehasFavoritemobilegames:CrosswordswithfriendsKimKardashian:Holllywoodbecometheplatformofchoiceforsocialgaming.Whetherit’swordgamesorbattleroyales,Olivia’sjustgladtohaveaneasy,inexpensivewaytovirtuallyhangwithfriends.CovetFashionTHEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|15BRAND&ADPREFERENCESModernparentswanttoseethemselvesre?ectedinthemediatheyconsume,andthatincludesbrandedcontentandads.Millennialparents,inparticular,wanttoseemothersandfathersshownequallyinads,asopposedtooutdatedstereotypesthatputwomeninthesolechildcarerole.Mostpopulartypesofbrandcontent:???ShortvideosSocialpostsMemesBrandEngagementParentsliketheirbrandstobefunny,educational,andrespectfuloftheirtime.They’reactiveonsocialmedia,soit’snosurprisethattheyfollowtheirfavoritebrandsthereandusethesechannelsto?ndnewproducts.Brandmostlikelytofollowonsocialmedia???Clothing/fashionFood/restaurants/cookingEntertainment51%ofparentssaytheypreferhumorousbrandcontentTopreasonsforfollowingabrand:25%ofparentswantbrandcontenttobeeducational,comparedto18%ofnon-parents.???InterestinproductFunny/engagingcontentExistingrelationshipwithcompany/productsTHEMODERNMOBILEGAMER?2021:PARENTEDITIONPAGE|16AdEngagementREWARDEDADPREFERENCESParentsareparticularlyreceptivetothemobileadecosystem,especiallywhenitcomestomobilegames.Infact,26%ofparentssurveyedsaidtheytrustthequalityandreputationofbrandstheydiscoverthroughmobilegameads—higherthantheaverage(22%),GenZ(23%),Millennials(22%),andGenX(17%)!They’realsobigfansofthevalueexchangeprovidedbyrewardedads.64%enjoyusingtheO?erwalltocompleterewardedado?ers40%ofparentscompleterewardedado?ersdaily,morethananyotherdemographic52%saythey’lltryanewgamingappbasedonafunad42%havemadepurchasesfromrewardedads37%likeget