User preference for positive and rewarding ad experiences is clear, but which types of rewards are best? To find out, we surveyed over 1000 mobile users around the globe to get a better understanding of the reward types they prefer and how that correlates to both sentiment and in-app purchase behavior.
The results of that survey are now available.
Highlights from the Study
While we’ll be exploring nuanced findings from the study over the coming weeks, the top takeaways from the 23 page report are below.
- Mobile users playing roleplaying games are the happiest. 88% of respondents playing a mobile roleplaying game at the time they were surveyed reported being in a good mood, compared to only 70% of those engaging with a non-gaming app.
- Mobile users are saddest in feed-based environments. Users in non-gaming apps were 1.6 times more likely to be in a negative mood than those who were playing a game. Social app users were also 1.2 times more likely to be in a negative mood than respondents using a news app.
- Preferred reward type varies by generation. The youngest (Centennials and Millennials) and oldest (Silent Generation) mobile users prefer permanent rewards — such as in-app items or in-app currency. Meanwhile, Gen Xers and Baby Boomers prefer temporary rewards.
- Spenders vary by region. While users 45+ accounted for 70% of all self-reported in-app spenders in North America, users 44 & younger accounted for 68% of all in-app spenders in EMEA. In APAC, nearly a third (31%) of all self-reported spenders were Millennials.
- Short term rewards may help drive IAP. Users offered short-term access to premium content were most likely to have made an IAP within the current app.
- Roleplaying & action games monetize well. Users of roleplaying and action games were the most likely to have made an in-app purchase within any app (57%), though users currently within action games were more likely to have made a purchase within that current game (47%) than users within roleplaying games (32%).
About the Study
The AdColony Spring 2018 Rewarded Video Sentiment Study is the first of its kind, building upon insights gleaned from the Fall 2017 Consumer Sentiment Study. The survey provides insights into user mobile behaviors and preferences with respect to in-app rewarded video ads.
Distributed via the AdColony platform exclusively to rewarded video zones, the study reached mobile users in the United States, Europe, and Asia. The survey asked 8 questions and received over 1,000 responses.
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