Gaming has seen an incredible upswing in usage as India continues its COVID-19 lockdown measures, but why aren't consumer brands embracing this interactive medium to engage with audiences, asks Kunal Sinha.
Gaming stands to be one of the few winners in an environment where consumers are confined to their homes – and brands are undergoing a mental shift in the way they think about this channel, according to AdColony’s Tom Simpson.
Coronavirus has forced much societal change in China and that includes a surge in internet usage in lower tier cities, as previously tech-resistant consumers, especially older generations, embrace smartphones and other devices to keep in touch.
Tom Simpson, WARC COVID-19 Series, April 2020
With time spent on mobile gaming exploding in Asia Pacific, thanks to pandemic-induced stay at home measures, AdColony’s Tom Simpson walks brands through how to make the most of this interactive and captive audience.
TV viewing in India jumped 6% thanks to the 21-day nation-wide lockdown that came into effect on 25 March, as the government attempts to stem the spread of the COVID-19 virus across its population of 1.3 billion.
Both consumers and advertisers across Southeast Asia are looking forward to the introduction of 5G networks, although their understanding of the benefits of the technology brings doesn’t necessarily match their excitement levels.
Global spend on mobile games is forecast to reach $100bn in 2020, up from $86bn in 2019, and games now account for almost three-quarters (72%) of all spending in app stores, according to new research from App Annie.
By the end of this year, Gen Z is expected to comprise almost one third of the world’s population, and in Indonesia, the number of active Gen Z users on mobile is rising 25% faster than older active users (aged 25+), according to App Annie.
Caroline Lancelot Miltgen, Anne-Sophie Cases, and Cristel Antonia Russell, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 414-432
Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones.