Zynga has published a study on the behavior of users of its mobile games and their attitude to advertising. It turned out that the company’s projects are played mainly by parents, and the overwhelming number of respondents launch games to escape from reality.Zynga prepared the report jointly with the National Research Group.
It concerns the behavior of the audience of the company’s games in 2020.
Player behaviorIn 2020, 81% of users played Zynga projects to escape from reality.
- 65% of players started games to feel satisfaction from the result, and 61% — to feel control over the situation.Three out of four surveyed users admitted that mobile games make them happy.
- 58% of gamers play Zynga projects to feel connected with friends and family members.
- 56% of the company’s games are popular with family people — 56% of respondents are parents.
- More than half of the players (56%) also prefer to play with (or against) other people.
- 59% of players prefer to launch games in the evening.
- 53% — after lunch, and 42% — before going to bed.The attitude of users to advertising
31% of users prefer playable ads, and two out of three respondents prefer viewing ads for a reward.
- 41% of Zynga players are looking for more information about a particular product after showing its advertising, and every third respondent buys the advertised product.
- More than half (52%) of the players admitted that they remember ads in the company’s mobile projects.
