A recent report series by Digital Turbine and Qrious Insight shows that 38% of consumers spend more time on mobile games than social media and YouTube. Ads on social and YouTube may never reach these consumers. Savvy brands can increase their reach by 18% by addressing this shift.
In a compelling new study by Digital Turbine in partnership with Qrious Insight, findings reveal significant missed opportunities in social media advertising, particularly within the mobile gaming community. The study, part of the “Game”-Changing Shift series, focuses on how quick-service restaurant (QSR) brands are failing to fully engage a rapidly growing segment of consumers who prefer mobile gaming over traditional social media platforms.
The first report in the series challenges QSR brands to reassess their media strategies after discovering that advertising campaigns on social media and YouTube reach only 47% of mobile gaming enthusiasts, compared to 77% of those who primarily use social media and YouTube. This disparity suggests that if QSR brands could effectively penetrate the “Mobile Gaming-First” segment, they could expand their reach by a significant 18%.
The detailed findings are based on passively collected data from over 20,000 consumers throughout 2023, tracking everything from mobile app usage to website visits to actual restaurant patronage. And the results are eye-opening – if major QSR players like McDonald’s, Starbucks, Chick-fil-A, Taco Bell, Dunkin’ and Burger King had reached the Mobile Gaming-First segment as successfully as social media audiences, their overall advertising reach would have increased by a whopping 18%.
So what exactly is holding these brands back from connecting with the Mobile Gaming-First audience? The data shows this segment spends 2.5x more time playing mobile games than using social media, yet they see only a fraction of the social media ads being served up to the Social/YouTube-First audience. In fact, the Social/YouTube-First group was exposed to 2.6x as many QSR ads as their gaming counterparts.
Even premium brands with massive marketing budgets are struggling to crack this lucrative segment – Chick-fil-A was the most efficient at reaching Mobile Gamers, but still showed them 1.3x fewer ads than non-gamers. With around 40% of QSR customers identified as belonging to this Mobile Gaming-First category, the revenue implications are substantial.
The study draws from a wealth of consumer behavior data collected passively from over twenty thousand individuals throughout 2023. This data includes usage patterns across mobile apps, social media, YouTube, websites, and physical visits to restaurants, providing a comprehensive look at where QSR brands are capturing attention—and where they’re not.
Findings indicate a critical oversight in current advertising approaches:
- Underexposure in Mobile Gaming: The “Mobile Gaming-First” group, which spends 2.5 times more time gaming than browsing social media, sees far fewer ads from QSR brands, highlighting a major gap in ad exposure.
- All Major QSR Brands Are Affected: Even well-funded brands like McDonald’s, Starbucks, and Taco Bell are missing out on reaching a substantial audience in the gaming sector. Chick-fil-A, though relatively more successful at reaching gamers, still falls short, showing a clear need for strategic realignment across the industry.
- The Untapped Potential of Mobile Gaming: With nearly 40% of QSR customers predominantly engaged in mobile gaming, this channel presents a vast untapped resource for marketers.
Andrew Moffatt, CEO of Qrious Insight, emphasized the importance of these findings, stating, “Effective media measurement must delve into the detailed behaviors and preferences of audiences, not just surface-level usage statistics. Our report offers a nuanced view that reveals significant blind spots in current advertising strategies.”
Jon Hudson, VP of Global Sales at Digital Turbine, also commented on the findings, urging brands to reconsider their media mixes. “Many brands are missing out on a major segment by not aligning their advertising efforts with the dominant media channels of their audience. Embracing mobile gaming could dramatically enhance the impact and reach of their campaigns,” said Hudson.
The series aims to empower brands with insights that prompt more dynamic and targeted advertising strategies, reflecting the evolving consumer landscape. As habits shift towards more immersive mobile experiences like gaming, Digital Turbine and Qrious Insight stand ready to guide brands through this new digital terrain with cutting-edge data and strategic insights.
For those looking to dive deeper into the intricacies of media consumption and advertising effectiveness, the full report is available for further exploration.
Digital Turbine connects advertisers with audiences through a sophisticated mobile advertising platform. Following its acquisition of AdColony, it leverages unique telecom data to create targeted mobile audiences, enhancing ad delivery and effectiveness.
Qrious Insight offers detailed insights into consumer behavior by passively tracking over 100,000 US consumers. This data helps advertisers and marketers gain a detailed understanding of consumer actions and preferences, providing a solid foundation for strategic decision-making.