While teenage TXTers may be the hot target of the majority of mobile marketing campaigns, moms may not be far behind.
Not only do females dominate when it comes to downloading games to their mobile devices, but women aged 35-54 do it at a much higher rate, according to research conducted by San Francisco-based Telephia, Inc.
“Across the board, about 50%-60% of women who own a mobile device use it to download a game,” Tom Bueher, VP-customer insights for the research company, said yesterday at the Mobile Marketing Roadshow in New York. “And that percentage jumps anywhere from 15%-20% depending on the type of game in the 35-54 demographic.”
Across all age groups, puzzle and strategy games were the most-often downloaded in the first quarter of 2005 (33%), followed by card and casino games (22%).
Bueher said the number of female mobile gamers comes as a surprise, but is a true figure, based on carrier billing statements analyzed by Telephia. Since the bills are broken down by individual phone numbers, the research company can determine if games are downloaded to a phone used by the mom, or one assigned to their children.
However, the numbers could be skewed if the mobile device is being used as a “baby-sitter.”
“It is possible that a mom is downloading a game while she is driving so she can give her kid something to do,” Bueher said. “But it’s not a number that can be ignored by mobile marketers.”
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