The winter holidays will soon be here, and that’s great news for marketers.
For most mobile gamers, the holidays are the perfect time to curl up with your favorite games and recharge between family functions. This excess leisure time consistently leads to one of the highest annual spikes in mobile game sessions and ad impressions. It’s the kind of inventory surplus that comes but once a year, and you need only look at last year’s holiday engagement numbers to see that there’s nothing quite like it. In 2018, for example, we saw a 20% increase in average sessions per day during the holiday season, and we expect comparable lift for 2019.
This year, we surveyed 8,000 mobile gamers from our Tapjoy offerwall to learn more about their holiday preferences and the role mobile ads play in their seasonal shopping plans. Here’s a few things we found out:
- 72% plan to purchase a subscription box for someone as a gift
- 82% plan to buy holiday gifts online or via mobile app
- 84% are between the age of 18 and 44
- 64% identify as women
- 68% plan to spend a significant amount of time playing mobile games this holiday season
We’ve summarized these insights and more in the article below, but if you’d like to view all our findings, click the button below to view the full infographic:
For more insights from our 2019 Mobile Gamer survey, read on!
How often will mobile gamers play over the holiday?
As mentioned above, 68% of mobile gamers have plans to get in some serious additional gaming time over the holiday break. 41% of respondents intend to play three additional hours or more during the holidays, going above and beyond their usual play habits.
With rewarded ad placements increasingly becoming one of the most common methods of mobile game monetization, all that extra gaming time also translates into a massive increase in rewarded ad inventory. This means favorable media buying conditions for advertisers and mobile marketers looking to get their message out in advance of the holiday rush.
What gifts do mobile gamers intend to purchase this year?
The holiday season is a time of gift-giving, and in 2019 a significant portion of these gifts will be purchased digitally. 82% of surveyed mobile gamers intend to make their holiday purchases online or through mobile apps. Approximately 73% of respondents will make four or more separate purchases from their mobile devices. The opportunities for app-based shopping will continue to grow — an important consideration when 58% of respondents intend to spend over $250 this season.
One of our most compelling findings centers around subscription box businesses and their massive popularity among mobile gamers. 72% plan to purchase a subscription box as a gift this holiday season, the most popular types are listed here in descending order:
- Men’s Shaving Boxes
- Beauty Boxes
- Fitness & Lifestyle Boxes
- Pet Supplies/Treat Boxes
- Meal Prep Boxes
- Women’s Clothing Boxes
Which movies will mobile gamers watch this holiday season?
For the majority of respondents, the holiday season is an excellent opportunity to catch up on the latest films. Approximately 55% of mobile gamers intend to visit a theater as part of this year’s festivities. Most respondents will choose which movie to watch based on film trailers, followed closely by word-of-mouth from friends and critical reviews. If a marketer ever needed a reason to deploy a full-screen video into a mobile game, this would be it!
When it comes to 2019’s movie-viewing choices, most respondents prefer family-friendly affairs they can watch with children. There is one exception this year: Black Christmas inched into the top five thanks to gamers who want a little horror with their holiday cheer.
- Jumanji: The Next Level
- Frozen 2
- Charlie’s Angels
- Star Wars: The Rise of Skywalker
- Black Christmas.
Reach mobile gamers using Tapjoy’s advertising network
Holiday advertising can be a difficult challenge for any brand marketer. Thankfully, Tapjoy can help you connect with your ideal mobile customers. For more information on setting up a holiday promotional campaign, click the button below contact our mobile advertising experts today!