Pokémon Go User Survey: Marketing Via Augmented Reality Will Be Complex
The firm surveyed 400 U.S.-based Pokémon Go users from ages 14 to 55+ and found that even predicting your own personal future use of AR was difficult. Why? The answers to one question seem to be most illuminating:
If you could choose a new Augmented Reality game what would it be based on?
| Games you grew up with | 49.37% |
| Movies or TV shows | 21.30% |
| Locations or destinations | 16.29% |
| Music | 13.03% |
Ages 25-44
| Games you grew up with | 53.92% |
| Movies or TV Shows | 19.35% |
| Locations or destination | 15.21% |
| Music | 11.52% |
… versus those who were not part of the first Pokémon craze …
Ages 55+
| Games you grew up with | 31.25% |
| Locations or destination | 31.25% |
| Movies or TV Shows | 15.63% |
| Music | 21.88% |
Pokemon Go will soon start advertising on its app. Wouldyou pay for an ad-free option?
|
No – Its not worth the money
|
45.61%
|
| Maybe - Depends on the cost of the ad-free option |
29.82%
|
| Yes – I hate ads | 24.56% |
Both the youngest demographic (14-24) and next youngest (25-44) were the most likely to buy their way out of ads, with 44.2% from both age ranges saying they would rather watch ads than pay. For AR game developers, that is pretty good news looking forward, but it is a murky answer for marketers.
That doesn’t mean there’s no commerce in the app itself. From the report:
22% of Pokémon Go players have spent at least $10 on “Pokémon Go Coins,” with 2% spending over $100. Men were far more likely to spend higher dollar amounts ($50-$200+) than women. The 54+ age group was the most statistically likely group to spend over $200.
While playing Pokemon Go how often do you patronize the locations you visit? All ages:
| Sometimes | 35.09% |
| Never | 28.57% |
| Often | 22.56% |
| Infrequently | 13.78% |
But if you thought older people would report patronizing businesses more, think again. The very youngest (14-17) were most likely to say “Often” (30.56%) and the whole age (14-24) said “Often” or “Sometimes” a whopping 63.16 percent. Ages 25-44 were not too far behind, saying they patronize game locations either often or sometimes 58 percent of the time.
On other other hand, 53 percent of the oldest players (54+) say “Never” or “Infrequently” to patronizing game locales. The generation right behind them (45-54) reported little to never 46.3 percent of the time.
See the full story here: http://www.forbes.com/sites/michaelhumphrey/2016/09/26/pokemon-go-user-survey-marketing-via-augmented-reality-will-be-complex/3/#7bd33c685d9d