Tapjoy: Mobile consumers prefer to shop with direct-to-consumer brands

Mobile consumers love the convenience of the direct-to-consumer model, and they’re hungry for more. That’s according to new research from mobile advertising and app monetization company, Tapjoy. Nearly two-thirds (64%) of all mobile gamers prefer to shop directly from a brand than through a third-party retailer.

Tapjoy’s latest report, Modern Mobile Gamer: Direct-To-Consumer Marketing Insights, takes a deep dive into the shopping preferences and general attitudes of mobile consumers towards the growing category of direct-to-consumer brands. Overall, the findings suggest that the mobile gaming community represents an untapped opportunity for direct-to-consumer brands.

The report also examines the behavior and preferences of four critical direct-to-consumer demographic groups: Gen Z, millennials, parents, and high-income consumers. More than 80% of mobile consumers claim they subscribe to at least one clothing or lifestyle service, and 70% say they are interested in trying a new subscription product or service.

Meanwhile, rewarded ads seem to be the best way to reach this lucrative audience: 64% of consumers surveyed said they are more likely to engage with an in-app rewarded ad than a social media sponsored post for retail advertisers.

Mobile gamers are among the most eager and engaged audiences available to modern direct-to-consumer marketers. To them, the mobile gaming lifestyle and subscriptions services go hand-in-hand. Most already rely on these brands to take care of many of their personal shopping needs, and they’re hungry for more. They constantly seek new brand relationships to improve their lives with convenience, affordability, and personalization. Frankly, all direct-to-consumer marketers need to do is deliver the opportunity in their favorite app. Mobile gamers are ready to buy.

Aaron Thandi, Director of US Performance Sales, Tapjoy


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