July 12th, 2019

Mobile Games Are Helping Advertisers Reach Mothers This Back-To-School Season

Family Is Forever


Summer may have just begun, but it won’t be long before the back-to-school shopping season kicks in. Any marketers promoting fall clothing or classroom supplies should be getting ready to utilize the most effective ad channels. Tapjoy surveyed more than 4,000 mothers in the US and EMEA about their back-to-school purchasing behaviors and mobile gaming habits. The research proves that mobile games are high on the list of effective ways for marketers to reach parents in advance of the back-to-school rush. We found that the vast majority of mothers with 6-17 year old children play mobile games on a daily basis — often exceeding other app categories. What’s more, their smartphones play an essential role in shopping for back-to-school supplies.

  • 77% of mothers use their mobile device to shop 1-4 times per week.
  • 74% shop in June, July and August
  • 62% use mobile apps for back-to-school shopping
  • 70% shop with 2-5 different retailers

As noted in our report, majority of respondents intend to purchase back-to-school items this year. More specifically, the biggest in-demand items include clothing, classroom supplies, electronics, backpacks & lunch bags, arts & crafts, and snacks. The most important purchasing incentives behind these products include:

  1. Cost
  2. Promotional deals
  3. The variety of merchandise

So what does this have to do with mobile gaming? Well, it turns out that mothers spend an average of 80 minutes each day playing mobile games, the majority of which feature opt-in advertising placements like offerwalls and rewarded videos. Approximately 68% of respondents play while relaxing at home, while 45% would delete social media apps before giving up their mobile games. Combined, these figures represent an ideal opportunity for marketers to reach mothers during the back-to-school season.

That’s just a sample of what Tapjoy’s back-to-school study covered. For more results, you can download the full report. Don’t forget that Tapjoy’s mobile advertising experts are available to help you reach mothers during the busy back-to-school season!



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