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1、2021:GenZEditionTHEMODERNMOBILEGAMERTMPresentedBycJapioyTABC0hExecutiveSummary3KeyFindings5Methodology6MeetGenerationZ7MeetGenerationZPersona18Jada,23SanFrancisco,CADemographics9TheNewGenderParadigmEducation&CareerFamilyDynamicsMeetGenerationZPersona211Devon,20WaynetNJMobileUsage12GeneralAppHabitsGa
2、mingHabitsShoppingHabitsMeetGenerationZPersona315Dakota,18Boulder,COBrand&AdPreferences16BrandEngagementAdEngagementConclusion18ConnectWith19GenZConsumersTHEMODERNMOBILEGAMER2021:GENZEDITIONTapjoyintroducedtheworldtotheModemMobileGamerTMj2017.Overtheyears,ourdemographicprofilereportshaverevealedindu
3、stry-firstinsightsintowhoplaysmobilegames,howtheyengagewithads,howtheyshop,andmuchmore.Inearly2021,wekickedoffthenextevolutionoftheModernMobileGamerseriesbyconnectingwithconsumersacrossfourkeypersonas:GenZ,Parents,Millennials,andGenX.Weveunearthednewperspectivesontheirday-to-daymobilehabits,adprefer
4、ences,shoppingbehavior,andmore.Today,weintroduceyoutotheGenZconsumer.Inthe14yearssincethelaunchofthefirstiPhone,we,veseenanincredibledigitaltransformation.Entertainment,gaming,commerce,advertisinghardlyanindustrywasleftuntouchedbythemovetomobile.Gradually,weallgotusedtohavingfour-inchcomputersinourp
5、ocket,andnowitshardtorememberatimebeforesmartphones.ForGenerationZ5however,thishasalwaysbeentheirworld.EventheoldestuZoomers/astheyareknown,werejustchildrenwhentheiPhonehitthemarket.Theyliterallycan,trememberatimebeforesmartphonesbecausethattimehasvirtuallyneverexistedforthem.Asaresult,thisgeneratio
6、nbornin1997andlater-hasaspecialrelationshipwithmobileplatforms.They,redigitalnativeswhogrewupwithsmartphonesintheirhands;nearlyaquarterofthosesurveyedreceivedtheirfirstsuchdevicewhentheywere10oryounger.Zoomersaretech-savvy,activeonsocialmedia,andconstantlyintouchwiththeirfriendsthroughavarietyofcomm
7、unicationandmessagingapps.Theyrealsoavidmobilegamers:86%usemobileasagamingplatform,comparedto42%whoreportedusingconsolesorhandheldsand38%ofPCgamers.Ontopofgrowingupinamobile-firstworld,GenerationZalsohasauniquerelationshipwithadvertising.Tothem,adshavebeenlargelyoptional;theycanskipvideoadsonYouTube
8、andTwitch,fast-forwardthroughcommercialsorpayafewdollarsextraforstreamingservicesthatexcludethem,andeveninstalladblockersintheirwebbrowsers.ThafsnottosayGenZisentirelyad-adverse;theyjusthavehighstandardswhenitcomestomarketingandbrandedcontent.Manyfactorsinfluencetheirpurchasingdecisions:pricingandpr
9、oductquality,ofcourse,butalsobrandvaluesandsustainability.GenZisincrediblysociallyaware,andtheyreoftenlookingforbrandsthatsharethosevalues.Theyrealsomorecomfortablewithidentitiesthatdon,tfitestablishedstereotypes,sothegender-basedmarketingusedwitholdergenerationswon,thavethesameeffectiveness.Forthis
10、editionofourModernMobileGamerreport,wesurveyed7,103U.S.consumersontheTapjoynetworkbetweentheagesof18-24.AreyoureadytomeettheGenerationZModernMobileGamer?Becausetheyrereadytomeetyou.GenZisincrediblytunedintothemobileecosystem.Ofthosewesurveyed,22%ofZoomersgottheirfirstsmartphoneatage10oryounger,and61
11、%startedusingsmartphonesbetweentheagesof11and17.Almosthalfreplacesmartphonesevery2-3years.Theirfavoritemobileactivitiesaremobilegames,socialmedia,andentertainmentsuchasstreamingappslikeNetflixorDisney+.Zoomersfrequentlyusetheirmobiledevicesforshopping.68%shoponmobilephones1-4timesperweek.60%ofZoomer
12、sfrequentlypurchaseto-gofoodordelivery,and57%makefrequentretailpurchasesonmobile.Theirpreferredwaystomakepurchasesonmobileareonbrandedappsande-commercestorefronts,throughrewardedoffersinmobilegames,andthroughInstagramads,respectively.53% report engaging with rewarded mobile game ads compared to 38%
13、on Instagram, 23% on TikTok, 22% on Facebook, 17% on Twitter, and 16% on Google Shopping.ESTheypreferrewardedmobilegameadsoversocialmediaandsearchadvertising.GenZhasauniquerelationshipwithadvertisingandtheirfavoritebrands.Theydislikeintrusiveadsandinauthenticbrands,buttheyvaluemeaningfulandcreativec
14、ontentsuchasfunnyvideos,shareablememes,andsupportofimportantsocialandenvironmentalissues.TheCOVID-19pandemicledtoariseinmobileactivity.71%ofZoomersreportedplayingmoremobilegamesin2020.and55%foundmobilegamesmorefunandengagingthanexpected5duringthepandemic.Overone-thirdofZoomerssaidtheyspentmoretimesh
15、oppingduringthepandemic一particularlyforhomegoodsandmealkits!METHODQek：Q.*,一.,.“7jTRespondents.，.-.The-styciysrespQQdehtsfondandcompleted.，b,二.a.-1，,.，.、Opt-inParticipation/CohesiveBranding.SurveyPeriodkfcEJ-I,I4,，/-.I.i；.Rondefttsreviewed,.：,Campaignbrandingwas-.，ReSpgnsesvyercollectedAllrespanderij
16、sverified：instructionalinformation；,./3OtomaticaIfycustomized-andanalyzedfrommultipletttheyw:throttledClyQarTiiCa%basedonoirgoals.,andrequirements/-,./U.S.targeti11gwasdefined；,Inexchangefor-.-Ttiesurveycampaign.byisersdevicesettingsat：partteipation,respondents-.wasdistributedAcrossa.-theJimethesurv
17、eysWere一：-receivedmobilegarbe：.varietyotpopularmobile.,conductedflndconfirmedj,-rewardsorprerniom、丁：gamesintheTapjoy.：.by(herespondents.;4contennativeteach./；mobileadnetwork.，.y,：;game,virtual-economy:.：,：,mobileadnetwork.XXfc、WWssMEETGENE、.Wn*xGenerationZ,adiversegroupbornin1997andlater,isthenewest
18、demographicreachingadulthood.Don,tlettheirrelativeyouthfoolyou:Zoomersrepresent$140billioninbuyingpower,andtheyreontracktobethemostsociallyandpoliticallyawareandbest-educatedgenerationyet.Theyrealsoexceptionallytech-sawy,particularlywhenitcomestomobiledevices;manyofthemhaveneverknownaworldwithoutsma
19、rtphones.Jada523SanFrancisco,CADevon,20Wayne,NJDakota,18Boulder,CO Recent college graduate Just landed an entry-level position at a growing tech company Long public transportation commutes provide ample time for mobile gamestext messages, and comments on her latest Instagram story. But when she real
20、ly wants to unwind and blow off steam, shes either marathon-streaming her new favorite show or playing video games.Favorite mobile games:Design HomeEpisodeCovet FashionKim Kardashian:HollywoodJada5 23 San Fransisco5 CAworkrequireshertobetech-savvy,andforsomeonewhogrewupwithasmartphoneinherhand,thats
21、neverbeenaproblem.Herphoneisneverfar,andthescreenisconstantlyAlifelonggamer,JadahasabeefygamingPCandacoupleofconsolesathome,btshesalsoalwaysonthelookoutfornewmobilegames.Havinggrownupintheeraofsmartphones,shecantrememberatimewhenmobilegameswerentmainstream,andshesconstantlysearchingforhernextobsessi
22、on.Hercurrentfavoriteisafantasyrole-playinggame,andshelikestoclearherheadafterworkbyplayingitontheBARTcommutehome.Sometimesshessoengrossedthatshealmostmissesherstop!WhenJadagetsstuckwithoutin-gamecurrency,shellusuallycheckoutavailableoffersshecancompletefordigitalrewards.Afteraparticularlyproductive
23、dayatwork,sheseesanofferfora20%discountonamonthlybeautyboxsubscriptionherfriendshavebeentellingherabout.Asanewprofessionalwhosecollectionofdrugstoremakeupneedssomeseriousupdating,Jadadecidestosignupforthediscountedtrial.Onceshecompletesherpurchase,shereceivestherewardssheneedstomoveontothenextcheckp
24、ointinhergame.DEMOGRAPHICz,r，、八一;,.,.、.-.,Y2,；G公-.ThQNKWGenderParadigm；:：k.,.i.,、.:VZitheeiyriewgeneFion,genderbasdstereotypes,arbecomingnre.：、obsolete.ThisespeciallytrueinQfeheratibnZ；whichhadfheIaregSt,二peYpeageofsphdentswhoidentifie.dasgenderfluidrionbi11ary,or，,genecqueer.Mn*ancwomnaalsostepping
25、outside-oflong.；/、：Y,4,.,*,.、.，J,.，“*,.esbished.genderroles,andjalff-Zomersbelievetraditiongender丫.normsae4outdated?-4.，.(；.fc.,.J.4z:,-v.,:,*-.,*z、,Family.Dynamics.,.-,：；=,.；：.”,r3.*e_、.酎*j.1Gome,4houghIimitedjsoftenspenton-hobbies,entertaiment,and.-;，：JJ：otherinterests.b.1、,.-,Y7.FAMILY6.0%aresing
26、le=.；28%a1,二、；,-.relationship.,：1.:v.,工.2s0%,gparents,，C/.、,、.fc,；12%arerarrieorin.a.,：,domscpartnetsip.,.,d.*t.DEMOGRAPHICS?56% are currqritu employed . 一 . ，PROFESSIONAL LIFE,.,. . . . 5% are .currently managers ； ：，.*,o.“，”，,*.W2EdUeaH&Career.S.-.*.，1-,7l.,fcV-*.WiththoldestZpo11iesapproachingtKi
27、rmid120s,muchgfGenerationZisCurrently.pdrsuihganedyca;inQr.embarki.ngon.profQssionalCareersfHavihggrownupduringalong,b.,.*.、.BeriOciofeconomickrmoil,Zoortiershaveseenfirst-handtheffectsofrisingcostsand*力,一.fcfc(、.、.,.,UrietnplQymenton4heifparentsapdoldersibHngs.：.*-,.*,.a,.J.J.,.-H，；OurdtashosthatGe
28、nZiSfKemst.likelyage.groupftbhe.tjnemploy&d;manyof.theQrestillinschooland/orfeling*Onoutsidesupport.Ontppofthat/theCOVID-19；w.,pandemicImpactedGenZespeciallyhard,.Ieading.to；ariseIntheifUnehnpldyment-rate.，.-75speciallyamongworeri.*,.；,、.：I:二;,f,.*1.,1,、，-.32%areunermployed:，.：yI.HIGHESTLEVELOFEDUCA
29、TIONTOPFIVEINDUSTRIESTOindustriesGe11ZinGENZWORKSIN:46%havesomecollege:educationand/orare.,currentlypursuingadegree.23%haveatleastaBachelorsdegree,.a1.Art/EritOrtainment,，.,.；,.、Education,广：.4、4：.,!J1、ConStiUCtion/Engineering.：；”；：.，；一.飞也Agriculture.,J.：W_,.fc,*.39%of.worrnareunemployed.,.、.,.27%ntr
30、enareunemployed.,1,，.:.*1.,，I。.，,.34%,.Qtn0bin3ry*ar4jnrrtpl0yd、,：；一.I：1Food&Beverage，.,.Starting his junior year of college on campus after a year of remote learningKeeps in touch with his dorm mates through video calls, social media, and gamingAlways on the lookout for brands whose values and ethi
31、cs align with his ownJust before classes start up again, Devon is enjoying some mobile downtime when he seesDevon, 20 一 Wayne, NJan ad for a new mattress at a deep discount. The brand boasts an ethical manufacturing process and transparent values, which he always loves to see, and the price is reaso
32、nable. Even better, hell get virtual rewards if he makes the purchase! He decides to splurge, knowing a good nights sleep is going to be important if he wants to make the Deans List. Devon completes the process in a few taps before diving into another battle royale match with his buddies.Favorite mo
33、bile games:Jurassic WorldDragon CityWWE ChampionsMortal KombatMLB TapSports Baseballyearoflivingwithhisparentsandattendingvirtualclasses,Devonismorethanreadytogetbackoncampus.ThankstotheCOVID-19pandemic,hehasntseenhisdormmatesinoverayear,buttheykeptinconstantcommunicationthroughweeklyvideocallsandan
34、activeDiscorddownloadapopularmobilebattleroyalesotheycouldallplayittogether,andtheyvebeenhavingablast.Insteadofmovingbackintothedorms,Devonandhisroommatesdecidedtogetanapartmentnearcampus.Otherthantheircomputersandahand-me-downcouchthatsalmostasoldastheyare,theydonthavemuchinthewayoffurnishingsandde
35、cor.Theyrealsoonalimitedbudget,soatriptothethriftstoreisinorder.TheOldeMmernbersiOfGenZwerednl1Q：WhentheiPb6nehit.themarket,sbmostofthemhavegrownupwithsmartphones.Asaresult,ey,rethefirstgenerationtobconsideredtriie-digitalk.nativesIriiact,.78%iofGensZcosileplayingihfeiryoritemobilegames.morriing.,：3
36、5%reportedusirlgsociamedialastJnigh）；,，-.77%useInstQgramPRODUCTSANDSERVICESMOSTLIKELYTOPURCHASETHROUGHREWARDEDADS:.A,J，.,56%useTikTok1morethanany.otherdemographic.:,4.Only51%ugeFacfebook,.4.78%reportedwatchingmoremovies,andTVin020.,.,TOP3FAVORITEMOBILEACTIVITIES:.Iviobilegmes.,Socialmedia:Entertainment（eg,streaming；：video）.,；GamingHabitsAsadigitallyconnectedgeneration,ifsprobablynotsu
