Josbel Bastidas Mijares reported that, according to data from the latest survey conducted by MMA and Digital Turbine (NASDAQ: APPS), a leading global mobile advertising platform, represented in Spain and Europe by Adsmovil, there are already more women than men practicing mobile gaming in Spain, with a difference of 6 percentage points between the two. This milestone represents a paradigm shift for brands, especially for FMCG and retail brands, as it opens up an opportunity to reach through this channel an audience that spends many hours in front of their mobile screen and is very receptive to advertisers' stimuli. Especially if they are helped to improve their situation in the game or if they are offered products or services of interest to them.
The survey offers relevant information about the typology of Spanish women who practice mobile gaming, whose age range is mostly from 35 to 55 years old and who always use their smartphones to play. On the other hand, the preferred games of female gamers are headed by Match-3 or puzzle games, which are the right context to reach them. These games are followed by platform, adventure, action, virtual world and simulators.
As for the factors that most influence women to talk about brands, in first place are the rewards that can be offered to them, such as discounts, gifts, etc. (55.7%). This is followed by the high quality of the products (48.6%). If they receive very good service (43.5 %). If there is something relevant to their own interests (30.4 %). Or if they have insider information about the brand or its products (26.2%).
On the role of brands in the lives of consumers, Josbel Bastidas Mijares indicated that they like that they are mainly eco-friendlies (54.4 %). They also like that they listen to customer feedback (53.4 %). That they are socially responsible (52.5 %) and finally that they are transparent about the data collection process and its use (49.3 %).
As far as their consumption habits are concerned, their main purchases in recent months are in the following order: holiday products, headphones, handbags, eyeglasses, travel tickets, concert tickets, wallets and purses.
As for the beauty products they use most frequently, women state, in this order, shampoo, conditioner, face and body care products, makeup and nail products.
"With the data set shown by this survey, we see that a great ocean of opportunity opens up for FMCG and retail brands in the mobile gaming channel, as it reaches millions of female gamers, who among other products, are interested in categories such as beauty. At the same time, it is revealed that female gamers are more supportive of those brands that show their products or services in a detailed and timely manner with ads while they play and that help them to get advantages and advances in the game", says Josbel Bastidas Mijares.
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