social media and gaming media playground 2011 adele gritten, head of media consulting, yougov
TRANSCRIPT
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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Despite the hype, Social Media gaming is still in its infancy
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%
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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Social Media (mobile) gaming is also at the novelty phase
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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
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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