social media and gaming
DESCRIPTION
Social Media and Gaming. Media Playground 2011 Adele Gritten, Head of Media Consulting, YouGov. Social Media gaming. A market still in its infancy?. Despite the hype, Social Media gaming is still in its infancy. Q: “How do you play games with other people?”. - PowerPoint PPT PresentationTRANSCRIPT
Social Media and GamingMedia Playground 2011
Adele Gritten, Head of Media Consulting, YouGov
Social Media gaming. A market still in its infancy?
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20
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20 177 5 6
Despite the hype, Social Media gaming is still in its infancy
3
%
Base: 828 UK gamers aged 16+ who play games with other people, Base: 2171, UK gamers 16+ who play gamesSource: YouGov SixthSense Gaming Survey (9011 November 2010)
Only 18% of people play games that are on Facebook or MySpace (such as Farmville, Lexulous, etc)
Q: “How do you play games with other people?”
Not a
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Very
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ly
Occas
iona
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Regul
arly
Mos
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.
All of t
he ti
me
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10
20
30
40
50
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70
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11 9 102 1
Social Media (mobile) gaming is also at the novelty phase
4
Q: “How often do you play Facebook or MySpace games on your mobile phone, if at all?”
Base: 395 UK adults aged 16+ who play games on Facebook or MySpaceSource: YouGov SixthSense Gaming Survey (9-11 November 2010)
%
Younger cohorts: More likely to engage with Social Media gaming
5
18-24 25-34 35-44 45-54 55+
TV programme 32% 24% 22% 14% 10%
Films 27% 23% 17% 8% 5%
Music 36% 25% 24% 17% 8%
Radio shows 7% 4% 6% 5% 2%
Blogs 7% 10% 8% 5% 4%
Websites 21% 17% 13% 8% 8%
News stories 21% 21% 17% 8% 10%
Clothes/shoes 6% 6% 4% 1% 1%
Beauty products 3% 3% 3% 3% 1%
Event 22% 19% 14% 9% 6%
Links 18% 16% 12% 4% 4%
Books 19% 13% 11% 9% 7%
Holidays 8% 8% 10% 10% 6%
Apps 7% 6% 6% 4% 1%
Games 14% 10% 10% 6% 5%
Jobs/Employers 4% 3% 2% 2% 1%
Podcasts 4% 4% 3% 0% 1%
Restaurant 7% 9% 10% 7% 4%
Financial products 2% 1% 3% 2% 1%
Financial service providers/companies 2% 1% 3% 1% 1%
None of these 38% 44% 51% 60% 68%
Q: Which, if any, of the following things have you ever commented on/recommended/’liked’ on social networking websites? (Please select all that apply)
Base: Those who use SNS (n=2,113)Source: YouGov Social Media Survey, March 2011
But there is still untapped referral potential
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Mus
ic
TV pro
gram
me
News s
torie
sFilm
s
Event
Web
sites
Books
Link
s
Games
Holid
ays
Resta
uran
t
Blogs
Radio
show
sApp
s
Cloth
es/sh
oes
Beaut
y pro
ducts
Jobs
/Em
ploy
ers
Podca
sts
FS pro
vider
s
FS pro
ducts
24%
20%
17%
17%
14% 15
%
11%
11%
10%
9%
8%
9%
6%
7%
2%
1%
3% 4%
3% 3%
16% 17
%
12%
12%
12%
10%
11%
8%
7% 6% 6%
5%
3%
2%
4% 4%
1% 1% 1% 1%
Men Women Total
20% 19% 14% 14% 13% 12% 11% 10% 8%8% 7% 6% 4% 4% 3% 3% 2% 2% 2% 2%TOTAL
Base: Those who use SNS (n=2,113)Source: YouGov, Social Media Survey, March 2011
Q: Which, if any, of the following things have you ever commented on/recommended/’liked’ on social networking websites? (Please select all that apply)
Is social media threatening the market research industry?
As many threats as opportunities?
3 Opportunities: Convenience – real time, instantaneous data and
information Client in control: can address consumer
opinions, complaints directly etc. Competitor Insight – constant awareness of
competitor behaviour in social sphere
3 Threats:ₓ Convenience – data paralysis as the amount of
information available becomes endlessₓ Client in control: greater opportunities for quick
polling and “make your own” online surveys, i.e.the role of the full service agency significantly diminished
ₓ Competitor Insight: when readily available, what’s left for the research consultant to do?
The “gamification” of market research…
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Engagement
Intrique
Reward
StatusCommunity
Challenge
Rules of engagement in enterprise gamification
Source: http://blog.softwareinsider.org/2011/01/20/trends-5-engagement-factors-for-gamification-and-the-enterprise/
A new respondent experience or a flash in the pan fad?
Adele GrittenHead of Media and Financial Services Consulting
Tel: +44 (0)20 7012 6055
Mob: +44 (0)7971 318643
Contact