A new study from Q Interactive and Social Media World Forum found women are actively engaging with brands as they dabble in Facebook favorites like Farmville and Causes. Furthermore, women are passionate and competitive about (Lil) Green Patches and Happy Aquariums, stocking up on “virtual currency” perhaps more often than they hit the ATM. The study of U.S. women, of whom 50 percent play online games according to Pew Internet, sought to offer a clearer picture into this growing group and where brands do and can fit in. “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.” Some key findings:
- 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”
- 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
- All but six percent (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 app’ing 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
