Saatchi S Gamification Study

1、please save trees by keeping this document electronic, or recycle. engagement unleashed: gamification for business, brands, and loyalty june 2011 methodology sample size: 2004 us residents 50% male, 50% female ages 1844 field dates: 11-may-11 to 17-may-11 the survey was administered through ipsos ot

2、x mediacts standard survey environment respondents were recruited via email from ipsos otx mediacts sample community and linked to the survey environment to complete the online survey 2 executive summary 50% of the us online population between the ages of 18 and 44 play social games on a daily basis

3、 males 54% females 46% tablet owners 66% smartphone owners 53% three of the top four reasons why people play social games can be attributed to boredom “they help to pass the time when im bored” 57% “it gives me something to do when i am in the mood for something mindless” 40% “it is a good way to sp

4、end time alone” 39% this trend of gaming to fulfill pockets of boredom is particularly true among females, while males indicated a stronger preference for competition 3 executive summary when it comes to specific kinds of social challenges, respondents were most interested in participating in multip

5、layer gaming and trivia challenges. while not as many people are familiar with scavenger hunts and guessing/probability scenarios, they did express interest in participating in these kinds of challenges discounts are the most compelling incentives for winning a challenge, followed by social action a

6、nd points towards loyalty program. only 1-in-4 said that status in the community was a very compelling incentive among those interested in social challenges, males and tablet owners are most likely to view these challenges as ways to connect with the local community and make new friends heavy social

7、 gamers are more likely to be interested in clues-based challenges and are more aware of recent in-game ad campaigns from specific brands among those who are currently employed, 1824 year olds were the group most willing to take a salary reduction to work for a social responsible company. this is ev

8、idence of a potential generational divide when it comes to social responsibility in the workplace 4 key statistics among respondents who are employed, approximately half say that they play social games at work during a typical day. males are more likely to play than females (53% vs. 39%), and tablet

9、 owners are more likely to play than smartphone owners (68% vs. 54%). unsurprisingly, heavy social gamers have the highest incidence of social gaming at work (70%), compared to only 34% of light social gamers among respondents who are employed, 55% would be interested in working for a company that o

10、ffers games as a way to increase productivity. the groups with the most interest in this workplace perk are heavy social gamers (74%), heavy app spenders (81%), and males 1834 (68%) 71% of smart device owners turn to their smartphone or tablet device when they are bored. this trend is most prevalent

11、 among males and females between the ages of 25 and 34 approximately 1-in-2 smart device owners (smartphones or tablets) say that they are interested in participating in clues-based challenges against others for a chance to win prizes. interest in these challenges was most prevalent among males 2534

12、 (53%) and heavy app spenders (67%) among people interested in clues-based challenges, 85% would be willing to play for at least 30 minutes for a chance to win a cash prize of $100. 1-in-4 would be willing to play for at least 3 hours 5 q1. how often do you play social games? social games are online

13、 games that you can play on social networks or apps. frequency of social gaming 6 on average, 50% of people online between the ages of 1844 play social games on a daily basis. 53% of smartphone owners play daily 66% of tablet owners play daily 46% play daily 54% play daily never; 53% less than 30 mi

14、nutes; 19% 30 minutes to an hour, 14% 1 to 2 hours, 8% 3 to 4 hours, 3% 5+ hours, 3% playing social games at work among those employed q23. does your employer provide you with access to the internet during work hours? q24. in a typical day, how often do you play social games at work? dont worry, we

15、wont tell your boss. internet access 49% yes, but some social networking sites are blocked, 24% no, i do not have access, 23% im not sure, 4% internet access at work 32% 36% 25% 35%35% 27% 24% 25% 23% 26% 25% 21% 27% 25% 31% 26% 24% 31% 9% 7% 12% 5% 9% 10% 8%8% 9% 7%7% 11% 0% 25% 50% 75% 100% overal

16、lmalesfemales18-2425-3435-44 not interested at all not very interested somewhat interested very interested extremely interested among those employed q25. how interested would you be in working for a company that offered games as a way to increase productivity within the workplace? games as an incent

17、ive to increase productivity 8 the large majority of respondents said they were interested in working for a company that used “gamification” as an incentive. 19% 21% 16% 24% 21% 15% 28% 27% 30% 31% 27% 29% 53% 52% 54% 45% 52% 56% 0% 25% 50% 75% 100% overallmalesfemalesage 18-24age 25-34age 35-44 no

18、maybe yes among those employed q25a. would you be willing to take a salary reduction to work for a company that was a leader in social responsibility and environmental sustainability? willingness to take salary reduction 9 among those who are currently employed, 1824 year olds were the group most wi

19、lling to take a salary reduction to work for a socially responsible company. played in the last month q2. which of the following social games have you played in the last month? profile of players of social games 10 farmville bejeweled blitzmafia warscityville texas holdem pokercaf worldfrontierville

20、 monopoly millionairestreasure isle base 566442352323293243231183151 mean age 31.532.331.831.332.231.231.331.131.0 % male 56%44%72%61%72%43%60%60%53% % employed 66%66%71%65%71%62%64%63%66% % white or caucasian 63%67%61%60%66%61%64%70%61% % single, never married 43%37%43%46%39%43%45%48%42% % with bac

21、helors degree or higher 32%33%36%34%30%30%29%30%33% among those who play social games q3. why do you play social games? please select all that apply. males play because of competition, females play because they are bored 11 overallmalesfemales ages 1824 ages 2534 ages 3544 smartphone owners tablet o

22、wners base1566821745326636604755336 they help to pass the time when i am bored57%54%61%55%58%57%60%47% i feel relaxed when playing45%44%46%40%44%48%46%48% it gives me something to do when i am in the mood for something mindless 40%36%45%39%42%39%46%40% it is a good way to spend time alone39%36%41%40

23、%38%39%41%43% i like to be challenged31%33%30%29%31%33%31%39% i like competing against others31%36%24%23%34%31%33%36% it gives me something to do when i have a bad day28%28%28%33%28%26%30%28% it gives me something to do with friends28%33%22%30%29%26%33%37% i enjoy being a part of an online community

24、27%32%22%26%30%25%29%38% i feel mentally stimulated26%27%25%22%27%27%26%36% i like to explore new worlds20%25%15%24%20%19%21%32% i like to do things i could never do in real life18%21%14%23%19%14%18%27% i feel like i am part of the story15%17%13%19%15%13%16%27% i like to learn a new set of skills14%

25、17%11%17%13%13%16%26% it gives me something to do with my family13%15%12%13%15%12%16%23% it is something to do while i am on the go13%15%10%16%15%9%19%26% it gives me something to do with kids10%10%11%7%10%13%11%18% i like feeling like i am hip compared to other gamers6%9%3%8%8%4%9%18% it gives me s

26、omething to do when i am at a party5%7%3%5%6%4%6%15% 27% 29% 34% 46% 54% 36% 35% 31% 35% 29% 36% 35% 35% 19% 17% a scavenger hunt where you would need to complete a task (i.e. send a photo) at a specific physical location a probability or guessing scenario where you could wager points with another p

27、layer a physical game where you would have to make movements with your smart phone to complete the task a trivia game where you would need to correctly answer a few questions a multiplayer game challenge with a game you already own very familiarsomewhat familiarnot familiar at all among total q4. yo

28、u indicated that you own a smart phone or a tablet and you like to play social games. how familiar are you with the following types of game-based “social challenges” that you play on your smart device while in a public place (i.e. restaurant, bar, park, store)? familiarity with social challenges 12

29、most people are at least somewhat familiar with multiplayer and trivia game challenges, but less than 30% are “very familiar” with guessing scenarios and scavenger hunt challenges. 35% 35% 38% 45% 49% 42% 40% 40% 39% 34% 24% 25% 23% 16% 17% a probability or guessing scenario where you could wager po

30、ints with another player a physical game where you would have to make movements with your smart phone to complete the task a scavenger hunt where you would need to complete a task (i.e. send a photo) at a specific physical location a trivia game where you would need to correctly answer a few questio

31、ns a multiplayer game challenge with a game you already own very interestedsomewhat interestednot at all interested among total q4a. how interested would you be in participating in the following types of social challenges on your smart device with other people while in a public place (i.e. restauran

32、t, bar, park, store)? interest in participating in social challenges 13 though multiplayer and trivia gaming challenges are still at the top, scavenger hunts rank ahead of physical games and guessing scenarios. not as familiar, but interested 26% 42% 44% 50% 50% 57% 40% 47% 42% 38% 40% 37% 34% 11% 1

33、4% 12% 10% 6% status in the community social action that directly benefits the local community social action that directly benefits the environment points towards loyalty program (i.e. airline miles, hotel points) social action that directly benefits children a discount on a product or service very

34、compellingsomewhat compellingnot compelling at all among those interested in participating in social challenges q9. you indicated that you might be interested in participating in a social challenge. how compelling are the following incentives to you if you were to win the challenge? how compelling a

35、re the following incentives? 14 discounts are the most compelling incentives for winning a challenge, followed by social action and points towards loyalty program. only 1-in-4 said that status in the community was a very compelling incentive. among those interested in participating in social challen

36、ges q11. how likely would you be to opt into a social challenge if it was organized/sponsored by the following types of groups? likelihood to opt into social challenge if sponsored by 15 among those interested in social challenges, two thirds say they would be very likely to opt in if it was sponsor

37、ed by friends or family. only 27% said they would opt in if it was sponsored by a large corporate brand. 27% 36% 37% 47% 64% 50% 52% 53% 45% 32% 22% 12% 10% 8% 3% large corporate brand local small business neighborhood group nonprofit group or charity friends or family very likelysomewhat likelynot

38、likely at all overallmalesfemales ages 1824 ages 2534 ages 3544 smartphone owners tablet owners base459371170384276604726328 local social challenges seem like a great way to meet new friends 30%34%26%32%32%26%29%40% i like the idea of using my smart device to get more connected with the local commun

39、ity 30%34%25%31%32%26%29%38% i would prefer to interact with the community on my smart device than in person 18%20%16%23%18%15%17%27% i dont particularly care about the community aspect i am most interested in the reward 14%17%11%19%15%10%14%23% agree strongly q12. how much do you agree with each of

40、 the following statements about your feelings towards local social challenges? attitudes towards local social challenges 16 among those interested in social challenges, males and tablet owners are more likely to view these challenges as ways to connect with the local community and make new friends.

41、27% of tablet owners say they would rather interact with the community on their smart device than in person. 45% 44% 58% 55% 47% 32% 30% 31% 23% 25% 30% 35% 25%25% 19% 20% 23% 34% 0% 25% 50% 75% 100% overalltablet ownersmedium social gamers no maybe yes among smart device owners q13. would you be in

42、terested in participating in a clues-based challenge with your smart device (like a scavenger hunt) to compete with others to find hidden treasures or win prizes? interest in participating in clues-based challenge 17 heavy social gamers are significantly more interested in participating in clues-bas

43、ed challenges than light social gamers. 15% 29% 34% 12% 11% 0%5%10%15%20%25%30%35%40% less than 30 minutes 30 minutes to an hour 1 to 2 hours 3 to 4 hours up to 5 hours among those interested in participating in clues-based challenge q14. how long would you spend to play a clues-based challenge for

44、the chance to win a prize of around $100? time willing to spend for the chance to win a cash prize of $100 18 how long would you spend to play a clues-based challenge with the chance to a prize of around $100? receive email updates; 44% play an online game; 37% attend an event in person; 12% commerc

45、ials /ads on tv/radio; 3% other, 3% nothing, 1% 58% say it is important for brands to be fun and playful q20. thinking about your experience with brand promotions and advertisements, how important is it for the communication to be fun and playful? q21. if a brand were to communicate about a product,

46、 how would you to prefer to hear about it? brand messaging & communication 19 if a brand were to communicate about a new product, how would you like to hear about it? q18. do you recall seeing any of these brands while playing social games recently? please select all that apply. awareness of in-game

47、 brand advertising 20 heavy social gamers are also more likely to be aware of in-game ad placements from recent campaigns. 0% 10% 20% 30% 40% mcdonalds coca-cola microsoft at&t old navy state farm electronic arts (ea) ford toyota farmers insurance blockbuster dreamworks cheerios 7-11 mtv networks tr

48、ident emusic jamba juice h&m realarcade volvo digiorno green giant flycell heavy social gamersmedium social gamerslight social gamers q19. what was your feeling towards seeing the brand while playing a social game? feelings towards the brand after seeing ads 21 while green giant did not have strong awareness, 70% of those aware said they had a positive view of the advertising. this is tied to a campaign where farmville players could earn cash by purchasing green g