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Guys, Could Marketing To Women Be As Simple As Playing A Game? Just Might Be.

FarmVille_lgA new study released this week from Q Interactive and Social Media World Forum reveals that women are actively engaging with brands as they play some of their favorite online games. FarmVille has nearly 64,00,000 active monthly users on Facebook alone. And according to market research firm, Think Equity, the $720 million online social-gaming market is expected to at least double to over $1 billion by 2010. For brands wanting to connect and partner with women, online games are far from child’s play.

Brands and Women are Partners in Gaming and App’ing

The study investigated how brands and women intersect during social media gaming and app’ing and found brands are an important partner:

  • 97 percent of women prefer to earn virtual currency through either winning more or accepting a branded offer – versus paying for it with “real” money
  • While they game and app quite regularly, only one in ten women have actually used “real” money to purchase virtual currency; of that, 85 percent have spent under $100 in their gaming and aping activities – ever
  • Of women who have signed up for branded offers to get more virtual currency, 67 percent found the offer useful
  • 37 percent of those women chose the branded offers based on “content”; 17 percent went for offers with free products or services

“As brands seek relevant and natural ways to shake hands with women via social media, the gaming and application marketplace holds tremendous potential to integrate in a consumer-friendly, meaningful way,” said Matt Wise, President, Q Interactive. “Women seek a partner to support their entertainment, which is exceptionally important given their busy lives.”

The Modern Gaming and App’ing Woman is Competitive, Social and Loyal

The study also establishes a picture of the typical woman engaged in social media games and applications:

  • 85 percent of those surveyed use five or less games and/or apps regularly, indicating an inclination to be loyal to a handful of favorites; approximately 15 percent regularly invest in six or more games/apps at a time
  • More than half (57 percent) are earning/spending virtual currency daily
  • Introduction to new games and apps rest heavily on word-of-mouth: Nearly three-quarters (74 percent) got involved in a game or app due to “a recommendation” by family or friend or because they “noticed a friend or family member’s score”
  • 95 percent utilize virtual currency primarily to “gift” and/or advance games
  • In interacting with games and apps, 57 percent feel virtual gifting – for example, giving a bag of virtual makeup from Sephora – is as meaningful as real life gifting

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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6 Responses

  1. any idea when farmville is going to give us the 24×24 farm? i’ve run out of space on mine, and I don’t want to start moving all of my cool decorations into storage!

  2. cool video, i think it definitely proves your point.

  3. While I’m not on farmville (I’m a scrabble fanatic though!) I do know that many people spend a lot of time doing virtual games. It seems to be the big hit right now. This is definitely an interesting niche on marketing. Will be good to see how it plays out in the long run.

  4. Wow You did a really good job on this thing.

  5. Heya, this is one fantastic site! Thanx for posting this. I was hunting for a site that has this kind of info. I just crazy about farmville! Thankful I found this one! I’ll be visiting here again for sure! ^_^

  6. Interesting – I would have thought that percentage of women using the apps would be much lower – good to know..BTW love the content on your site –

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