Tag: mobile marketing

Mobile games heavily influenced by consumer behavior

Mobile games are becoming more than simple entertainment pieces for consumers with smartphones and tablets. These applications have proven to harbor valuable marketing opportunities and have helped engage consumers in a variety of brands that have benefited from their exposure in mobile games. As these games become a more important part of the lives of mobile consumers, understanding how they are used and how much time is devoted to them is becoming more important.

Survey shows that most gamers play while at home

How consumers engage in mobile games often determines whether or not they will engage in the marketing and monetization elements of these games. The behavior of consumers can often affect whether these games will be successful or not, regardless of whether the game itself is designed adequately or offers significant levels of entertainment. According to a recent survey from Mocospace, 46% of consumers are playing more mobile games now than they have ever done in the past. The survey also shows that the majority of these consumers actually play these games while at home instead of out in public.

Gaming trends affect mobile engagement

Because consumers are playing mobile games at home, they have shown themselves to be more susceptible to advertisements regarding other products that they could enjoy while at home. The Mocospace survey also shows that a sizable portion of consumers play mobile games while waiting for an appointment or while commuting. In these cases, consumers are likely to engage in mobile games for longer periods of time, but less likely to participate in in-app purchases or marketing campaigns.

Understanding consumer behavior may be key to successful mobile games

Understanding how people play mobile games could help developers fashion applications that align more with the interests of consumers. Doing so would also enable these applications to appeal to the interests of consumers from a marketing perspective, increasing the opportunities available for marketers to engage these consumers.

The most recent report from the IAB has shown that the average amount spent has surged.

The Interactive Advertising Bureau (IAB) has just released their latest report, which has indicated that mobile marketing spending has been sharply rising, as it recorded an increase of 111 percent throughout 2012.

The statistics recorded by the IAB and which were presented in the report showed $3.4 billion in spending.

The report showed that the spending exploded to well over $3 billion last year, which made 2012 the second year in a row that there was a very dramatic rise in the amount that was spent in mobile marketing.

The rate of spending is rising as more mobile marketing companies see the rising importance of the channel.

Smartphones and tablets are becoming far more common and they are starting to be a highly important part of the daily lives of many consumers. According to a PricewaterhouseCoopers partner, David Silverman, as the mobile marketing environment matures, so does the level of its understanding and the amount that is being spent. As its credibility is being proven, so its use continues to increase.

Silverman stated that “They have certainly made the buying experience easier—similar in what we’ve seen with online [exchanges].” However, he also went on to say that “there are a whole host of other factors that have created the growth of mobile.”

He explained that what the mobile marketing ecosystem is currently seeing is a sudden influx of consumers looking directly at their smartphones during much of their time. Therefore, “Marketers are trying to reach them where they are at—on elevators, at coffee shops, etc. The inventory is there, and the people are there. You combine those elements with localization, and mobile presents a great opportunity.”

Last year, the total revenue from digital ads reached the $36.6 billion point. This also showed a considerable increase, year-over-year. Though much more moderate than that of mobile marketing use, it was still 15 percent greater than it had been the year before. Silverman predicted that the channel will start to see a massive rise in social media, and this will have a considerable impact on ad inventory that can be sold, particularly when it comes to the display category.