Women Engaging With Brands via Specific Social Media Games
Eighty-five percent of women surveyed recently use up to five social media games and applications regularly. This shows they're loyal to a handful of favorites.
The study established a picture of the typical woman engaged in social media games and applications. Findings included the following:
- more than half of respondents (57 percent) earn or spend virtual currency daily;
- almost three-quarters (74 percent) get involved in games or applications due to “recommendations” by family or friends, or because they “noticed a friend or family member’s score";
- 95 percent use virtual currency primarily to “gift” and advance games;
- 57 percent feel virtual gifting — such as giving a bag of virtual makeup from Sephora — is as meaningful as real-life gifting;
- 97 percent prefer to earn virtual currency through winning more or accepting branded offers versus paying for it via “real” money;
- 10 percent of women have used real money to purchase virtual currency, 85 percent of whom have spent less than $100 in their gaming activities;
- 67 percent of the women who have signed up for branded offers to get more virtual currency find the offers useful; and
- 37 percent of the women who have signed up for branded offers to get more virtual currency choose the branded offers based on “content," while 17 percent opt for offers with free products or services.