Seniors Got Game.
Mobile games keep redefining the “gamer” stereotype, In a study to be published in July’s edition of Computers in Human Behavior (already available online), researchers recruited elderly adults with an average age of 77.
The study was part of an effort to test cognitive training via games, but the results also shed light on the refined demographics you, as a brand/advertiser, can expect to reach in a gaming environment.
Surprisingly, 60% of this sample group qualified as either a regular or an occasional gamer, again, we are talking about a group with an average age of 77; Yes, that means both your grandma and grandpa are, most likely…gamers!
1. A Healthy Mind.
Even the most “Casual” game can be challenging; Gameplay, unlike TV, requires the user’s undivided attention.
Researchers found regular and occasional gamers outperform non-gamers in all aspects measured (Overall well-being, positive affect, social functioning, and self-reported health).
Seniors clearly benefit from games, and provided ad-placements are now an integral part of almost every free-to-play mobile game, you as a brand/advertiser are now able to engage with senior consumers at a whole new level.
2. With Age Comes Wisdom.
Making the assumption you are still skeptical and thinking to reach seniors during a game session is not a good idea.
Here are 2 facts that will make you think again:
- Gamers have larger purchase influence than non-gamers, add grandpa’s advice to the equation… you just got a sale!
- Gamers are more receptive to advertising than non-gamers, I’ve already mentioned it, but the ads are now a tool for developers to keep users engaged and prolong game sessions, gaming audiences opt-in to engage with these ads; Take advantage.
3. Social Interactions, measurable engagement.
Even single-player games that we are able to play offline, have social features within (a ranking board to compare results vs. friends, share screen-shots in social media channels, etc.) and multiplayer games have even more dominant social features (Part of a team, in-game chat features, social media sharing and more.)
You can use games as a direct channel to interact with your target audience and if your creatives are well thought out, according to a Social Media Today article, Baby Boomers are 19% more likely than others to share content more than once a day.
4. Seniors in Developed Economies.
In 2016, McKinsey&Co. estimated that the older adult population would grow by 30% through 2030 and will account for 50% of urban consumption growth in developed economies during that 15 year period.
Released in early 2018, Alibaba’s marketplace “Taobao” designed an app specifically for older consumers.
McKinsey also found seniors spend 25% more time shopping per dollar spent compared to their younger counterparts; Like Alibaba, creating accessible, online marketplaces should be a priority.