Greystripe released statistics from their internal
database of users, their catalogue partners and third party research
studies. These statistics include consumer insights, demographics and
click-through rates. The results provide an interesting, inside look
into the advertising potential within mobile games.
According to Greystripe's results, a
significant number of mobile gamers are part of a coveted demographic in
the advertising world. No longer the territory of just middle-aged
women, Greystripe's 800+ games are the most
popular among the sought-after 18 to 34-year old age group. 68% of
Greystripe's GameJump users in the United
States, and 75% of users worldwide, fall between 18 and 34 years old.
Additionally, Greystripe's users are split
almost evenly amongst men and women. Consumers in the U.S. are split 60%
male-40% female, confirming that mobile gaming does reach both men and
women.
Greystripe's data disclosed even more
in-depth, valuable information about its audience. For instance, 51% of
GameJump's users are the primary purchasing
decision makers of the household, with another 39.2% sharing the
responsibility. So, in all, 90.2% of the consumers exposed to
advertisements on the Greystripe network have the power to make
purchasing decisions for their families. This is an obvious advantage to
advertisers. In addition to this benefit, Greystripe's
advertisements have shown an astonishingly high click-through rate of
10.1% worldwide. In other words, Greystripe's
CTRs, which are one measure of brand engagement, are 6x higher than
those found in traditional mobile advertising such as banner ads, which
have an average CTR of 1.5%.
"The type of targeting data that Greystripe
uses is invaluable for the mobile ad industry to take off, as
advertisers need to understand who they are reaching,"
said Christine Perey, Research Analyst at Perey Research & Consulting. "In
particular, this type of data will allow mobile to bring brands closer
to their best prospects and engage with their most loyal customers.
Greystripe helps move advertising beyond lead generation towards
interactive and, eventually, transactional experiences."
Insight into the habits of mobile game-playing consumers provides
information necessary for more effective advertising and also serves to
improve the user experience. The increased knowledge into which games
consumers are looking for allows advertisers to target their message
more efficiently and allows distribution partners to merchandise the
games users want. Since the company launched GameJump and the AdWRAP
Catalog Program in 2006, over 65 million ad-sponsored games have been
downloaded with the average gamer playing each game a total of 66
minutes.
"By amassing our user data, we are able to
continue moving towards our two main goals: creating both the most
engaging brand advertising experience and an amazing player experience
all the way from download to game play," said
Michael Chang, CEO of Greystripe. "The more
we know about our users, the more we can do to ensure that they are
having fun with our publishers' games."
More insight into Greystripe's consumers is
available for free to anyone interested by e-mailing insights@greystripe.com.
This data includes: which game devices users own, what carriers they
use, the top 20 downloaded games, and more personal information, such as
how many kids they have, what types of soda they drink, how often they
go to the movies and what kind of cars they drive.