rewarded video sentiment study · users who have spent in current app versus other apps potential...

Spring 2018

Rewarded Video Sentiment Study

2

#1

First survey covering this topic by AdColony

Behaviors & preferences of today’s mobile user

The AdColony Rewarded Video Preferences Study

8 1000+ 86%

Mobile preferences & behavior questions

Participants in NA, EMEA, and APAC

Survey response completion rate

Source: AdColony Rewarded Video Sentiment Study — Spring 2018

Respondent Profile

4

Where were the survey respondents from?

Geographic Distribution

42%

26%

32%

EMEA

North America

APAC


5

How old were the respondents?

Age5%

9%

11%

17%

19%

18%

13%

8%

18 to 24

13 to 17

25 to 34

45 to 54

35 to 44

55 to 64

65 to 74

75+


The Mobile State of MindUser sentiment based on current app

7

User happiness is relatively consistent across game genres.

Current Mood by Game Genre

RPG Adventure Builder Puzzle Casino Other Game Social Game

Positive Negative


8

Users are slightly happier when they choose to view an ad to receive an item.

Current Mood by Reward Type

Permanent Item Consumable Item Temporary Access Currency Continue

Positive Negative


Ranking RewardsHow users feel about common in-app reward types

10

Users view the chance to continue or to receive an item as more valuable than consumable rewards.

Sentiment by Reward Type

Continue Item Currency Access Consumable Other

Positive Negative


11

Younger users prefer permanent rewards & are least impressed by watch-to-continue rewards.

Sentiment by Reward Type: Centennials

Item Currency Consumable Continue Access

Positive Negative


12

Millennials prefer permanent rewards & are least impressed by temporary access to premium content.

Sentiment by Reward Type: Millennials

Item Currency Consumable Continue Access

Positive Negative


13

Gen Xers prefer temporary rewards, such as in-app continues or limited access to premium content.

Sentiment by Reward Type: Generation X

Continue Access Item Currency Consumable

Positive Negative


14

Baby boomers prefer short term rewards and are ambivalent about consumable items.

Sentiment by Reward Type: Baby Boomers

Continue Access Currency Item Consumable

Positive Negative


15

Seniors prefer tangible rewards & continues, but care little for temporary access to premium content.

Sentiment by Reward Type: Silent Generation

Item Continue Consumable Currency Access

Positive Negative


In-App Purchase BehaviorsFinding opportunities to increase app monetization

17

Users who have spent in current app versus other apps

Potential Spenders by Age Group


Current spenders

Spenders elsewhere

Non-spenders

13 to 17 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75+

7%11% 11%

18%12%

9%9%

6%

18

Users who have spent in current app versus other apps

Potential Spenders by Game Genre

rpg Action adventure puzzle social game casino builder other game

Current spenders

Spenders elsewhere

Non-spenders 26% 10%13%

5%14% 15% 15% 13%


19

Users 45+ account for 70% of all in-app spenders in North America.

Spenders by Age: North America

Within Current App Within Any App

83%

1%

4%

2%

5%1%1%2%

13 to 17

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 to 74

75+

Non-spenders

70%

2%

6%

4%

9%

2%2%1%4%


20

Users 44 & younger account for 68% of all in-app spenders in EMEA.

Spenders by Age: EMEA


82%

2%1%

4%

5%3%2%1%

13 to 17

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 to 74

75+

Non-spenders

66%2%

2%

7%

13%

6%3%1%


21

Millennials account for 31% all in-app spenders in APAC.

Spenders by Age: APAC


80%

1%2%

5%

6%

5%2%

13 to 17

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 to 74

75+

Non-spenders

71%

1%2%

7%

9%

8%2%


22

Users offered short-term access to premium content were most likely to have made an IAP.

Spenders within Current App by Reward Type

Access Item Continue Currency Other Consumable

10%14%

18%

29%30%33%


Thank you!

rewarded video sentiment study · users who have spent in current app versus other apps potential...

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