Social Media and GamingMedia Playground 2011

Adele Gritten, Head of Media Consulting, YouGov

Social Media gaming. A market still in its infancy?

0

20

40

6066

20 177 5 6

Despite the hype, Social Media gaming is still in its infancy

3

%

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

t all

Very

rare

ly

Occas

iona

lly

Regul

arly

Mos

t of t

he ..

.

All of t

he ti

me

0

10

20

30

40

50

60

70

8067

11 9 102 1

Social Media (mobile) gaming is also at the novelty phase

4

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

5

  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

6

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…

9

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

Adele.Gritten@yougov.com

Tel: +44 (0)20 7012 6055

Mob: +44 (0)7971 318643

Contact