According to the report, 2021 has been a pretty long year for the mobile industry. It has been challenging to keep up with financial developments in the industry during the COVID-19 era, which has profoundly and permanently changed people’s relationships with their smartphones. In the fast-growing mobile industry, Tapjoy addressed the holiday seasons and focused on mobile user trends and spending during this period.
Tapjoy prepared its report based on four primary user samples. Besides generations Y, Z and X, the fourth sample is parents. The report examines the holiday seasons through these samples and discusses what user behavior means for advertisers and publishers.
The data obtained shows why advertisers should prioritize mobile platforms for holiday periods. Looking at the data at hand, Tapjoy states that mobile devices are the perfect environment for those going holiday shopping this year.
Holiday purchasing power of mobile gamers
Tapjoy surveyed 14,000 respondents in the US to examine users’ vacation preferences and behaviors. According to the survey results, 80% of the respondents plan to spend on vacation this year. Again, 42% of the respondents in the same survey state that they will spend more this year than 2020. These statistics indicate that mobile players will spend a lot of money during the holidays.
15% of survey respondents say they will exceed $1,000 in spending holiday gifts this year. While the rate of players who plan to spend 500 dollars or more is 22%, the rate of players who will pay 250 dollars or more is 52%.
The participants’ answers, who were asked in which sector and on which products they would spend, vary. While 82% of the respondents indicate that they will buy products from general goods retailers, 43% plan to shop from a particular brand. A 40% audience says they will shop from small and local businesses. Most consumers (73%) also want to take advantage of Black Friday, Cyber Monday, and other discount events in the area where they will spend.
Tapjoy summarizes this data in report:
“In sum: Mobile gamers are an incredibly valuable target audience for advertisers in the 2021 holiday season. Brands who reach this audience in November and December will tap into its purchasing power — and position themselves for impactful holiday returns.”
Most of the survey participants stated that they are looking forward to the post-COVID-19 holidays. Of the 76% of participants who say they will spend their holidays, 69% of them are those who say that they will do their shopping via mobile devices. Based on these statistics as well as other data, Tapjoy points to the mobile industry and devices as one of the most effective ways for advertisers to reach consumers.
Holiday time is gaming time
According to Tapjoy, besides shopping, mobile users also plan to play a lot of games during the holiday season. 66% of mobile users say they play mobile games at least 3 times a day during the holiday seasons. At this point, mobile games become a wonderful environment for advertisers to reach the user.
The data shows that certain types of mobile ads are particularly effective on holiday shoppers. Half of those surveyed said they used rewarded ad offers to get holiday gift ideas, while 59% of parents said they interacted with ads in mobile games during the holidays. Mobile gamers seem to be more likely to engage with retail and shopping ads. On the other hand, it is possible to say that food, beverage, and restaurant advertisements are also popular among mobile players. Statistics thus reveal the fact that mobile gaming is a huge opportunity for advertisers during the holiday season.
On the other hand, events like Black Friday have a significant impact on mobile player spending. Over the years, Black Friday’s structure has changed, but it still attracts great attention from users. At significant events like these, consumers prefer their mobile devices instead of mingling with the crowd and shopping in physical stores. More than half of users are considering spending on discount days such as Cyber Monday and Black Friday. For this reason, Tapjoy advises mobile advertisers to evaluate these days.
