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Social Media vs Mobile Games

Social vs. Games: Ad Comparison Survey – Highlights from EMEA & LATAM

Posted Mar 8, 2021

As we all know, social media has been in our lives for a while, and no one can deny that mobile games have quietly become the new social platforms since the start of the pandemic. With the increase in mobile usage, advertisers should be adaptive when running a campaign on various platforms to stand out. The key question here is: in which platform can advertisers capture audiences’ attention?

AdColony distributed the Social Media vs. Mobile Games: Ad Comparison Survey to the EMEA (Europe, Middle East, and Africa) and LATAM (Latin America) regions to analyze users’ approaches to the ads on different digital platforms. Respondents’ ages ranged from 16 to 75 and were typically aged 25 to 34 both in EMEA and LATAM regions. 

Let’s take a closer look at what are the users’ approaches to the ads on different digital platforms in EMEA and LATAM regions. 

Do not forget to check out the highlights and be sure to download both the EMEA and LATAM infographics!

Survey Highlights EMEA

Mobile games became part of our daily lives- 88% of the respondents state that they play mobile games and 42% of them play mobile games daily.

Time spent on mobile games have increased – 67% of respondents in the EMEA region spend more than 3 hours playing mobile games a week.

Mobile games are becoming the new social media platforms-  56% of respondents state that mobile gaming can eventually become the new “social media”.

Mobile gamers enjoy leisure times with a positive feelings! – 83% of respondents state that they are in a good mood while playing mobile games and 47% of them state their reason to play mobile games is to fulfill their leisure time.

There’s a rise in brand recall thanks to mobile ads – 71% of the respondents state that they remember the service or product more from  the user-initiated ad format while 72% of respondents state that they are more likely to encounter it.

Ads are more preferable on mobile games- 67% of respondents state that they prefer to encounter the ads on mobile games compared to other social platforms. 

Users’ purchase intent is triggered by mobile gaming ads!- 36% of respondents state that ads on mobile games lead them to shop more while 66% of them purchased a product or service directly from a mobile ad after seeing it.

Survey Highlights LATAM

Mobile games unavoidably increased their usage – 90% of the respondents state that they play mobile games while 43% of them are playing mobile games multiple times a day.

Playing mobile games became a timeless activity- 72% of respondents in the LATAM region spend more than 3 hours playing mobile games a week.

Mobile games are turning into social media platforms – 64% of respondents state that they consider mobile gaming can become the new “social media”.

Mobile games are being used to socialize – 83% of respondents state that they are feeling happy while playing mobile games and 49% of them state they play mobile games to socialize.

Ads in mobile games can make your brand more familiar – 73% of the respondents state that they remember the service or product that they see on mobile games.

Ads are being delighted by mobile games – 63% of respondents state that they prefer to encounter the ads on mobile games. Furthermore, 73% of respondents, said they prefer to encounter user-initiated ad (rewarded ads) formats.

Increase your brand’s purchase intent among audiences using mobile ads- 38% of respondents state that ads on mobile games lead them to shop more while 73% of the respondents purchased a product or service directly from a mobile ad after seeing it.

About the Study
AdColony Social vs. Games: Ad Comparison Survey 2021 was distributed in the EMEA and LATAM regions. The survey asked respondents, aged 16 years old to over 75, about their approaches and attitudes to the ads on different digital platforms.

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