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Social Media and Gaming

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?”.

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Social Media and Gaming

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  1. Social Media and Gaming Media Playground 2011 Adele Gritten, Head of Media Consulting, YouGov

  2. Social Media gaming. A market still in its infancy?

  3. Despite the hype, Social Media gaming is still in its infancy Q: “How do you play games with other people?” Only 18% of people play games that are on Facebook or MySpace (such as Farmville, Lexulous, etc) % Base: 828 UK gamers aged 16+ who play games with other people, Base: 2171, UK gamers 16+ who play games Source: YouGov SixthSense Gaming Survey (9011 November 2010)

  4. Social Media (mobile) gaming is also at the novelty phase 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 MySpace Source: YouGov SixthSense Gaming Survey (9-11 November 2010)

  5. Younger cohorts: More likely to engage with Social Media gaming 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

  6. But there is still untapped referral potential Q: Which, if any, of the following things have you ever commented on/recommended/’liked’ on social networking websites? (Please select all that apply) TOTAL 3% 3% 10% 20% 8% 12% 19% 2% 14% 14% 13% 11% 8% 7% 6% 4% 4% 2% 2% 2% Base: Those who use SNS (n=2,113) Source: YouGov, Social Media Survey, March 2011

  7. Is social media threatening the market research industry?

  8. 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: • Convenience – data paralysis as the amount of information available becomes endless • 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 • Competitor Insight: when readily available, what’s left for the research consultant to do?

  9. The “gamification” of market research… A new respondent experience or a flash in the pan fad? Rules of engagement in enterprise gamification Source: http://blog.softwareinsider.org/2011/01/20/trends-5-engagement-factors-for-gamification-and-the-enterprise/

  10. Contact Adele Gritten Head of Media and Financial Services Consulting Adele.Gritten@yougov.com Tel: +44 (0)20 7012 6055 Mob: +44 (0)7971 318643

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