Social Media and Gaming Media Playground 2011 Adele Gritten, Head of Media Consulting, YouGov

Social Media gaming. A market still in its infancy?

Despite the hype, Social Media gaming is still in its infancy 3 % Base: 828 UK gamers aged 16+ who play games with other people, Base: 2171, UK gamers 16+ who play games Source: YouGov SixthSense Gaming Survey (9011 November 2010) Only 18% of people play games that are on Facebook or MySpace (such as Farmville, Lexulous, etc) Q: “How do you play games with other people?”

Social Media (mobile) gaming is also at the novelty phase 4 Q: “How often do you play Facebook or MySpace games on your mobile phone, if at all?” Base: 395 UK adults aged 16+ who play games on Facebook or MySpace Source: YouGov SixthSense Gaming Survey (9-11 November 2010) %

Younger cohorts: More likely to engage with Social Media gaming TV programme32%24%22%14%10% Films27%23%17%8%5% Music36%25%24%17%8% Radio shows7%4%6%5%2% Blogs7%10%8%5%4% Websites21%17%13%8% News stories21% 17%8%10% Clothes/shoes6% 4%1% Beauty products3% 1% Event22%19%14%9%6% Links18%16%12%4% Books19%13%11%9%7% Holidays8% 10% 6% Apps7%6% 4%1% Games14%10% 6%5% Jobs/Employers4%3%2% 1% Podcasts4% 3%0%1% Restaurant7%9%10%7%4% Financial products2%1%3%2%1% Financial service providers/companies2%1%3%1% None of these38%44%51%60%68% Q: Which, if any, of the following things have you ever commented on/recommended/’liked’ on social networking websites? (Please select all that apply) Base: Those who use SNS (n=2,113) Source: YouGov Social Media Survey, March 2011

But there is still untapped referral potential 6 20% 19% 14% 13% 12% 11% 10% 8% 7%6%4% 3% 2% TOTAL Base: Those who use SNS (n=2,113) Source: YouGov, Social Media Survey, March 2011 Q: Which, if any, of the following things have you ever commented on/recommended/’liked’ on social networking websites? (Please select all that apply)

Is social media threatening the market research industry?

As many threats as opportunities? 3 Opportunities: Convenience – real time, instantaneous data and information Client in control: can address consumer opinions, complaints directly etc. Competitor Insight – constant awareness of competitor behaviour in social sphere 3 Threats:  Convenience – data paralysis as the amount of information available becomes endless  Client in control: greater opportunities for quick polling and “make your own” online surveys, i.e.the role of the full service agency significantly diminished  Competitor Insight: when readily available, what’s left for the research consultant to do?

The “gamification” of market research… 9 Engagement IntriqueRewardStatusCommunityChallenge Rules of engagement in enterprise gamification Source: A new respondent experience or a flash in the pan fad?

Adele Gritten Head of Media and Financial Services Consulting Tel: +44 (0) Mob: +44 (0) Contact