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Adult Women Outnumber Teenage Boys as the Largest Demographic in Gaming

Adult Women Outnumber Teenage Boys as the Largest Demographic in Gaming

Mobile gaming is one of the most powerful, cost-effective ways to acquire new customers, yet many businesses don’t consider gaming in their marketing mix because they’re not trying to connect with teenage boys – the presumptive players of mobile games. New research from Crimson Hexagon’s US Consumer Trends Reports reveals that it’s women 35 and older who are the most enthusiastic about gaming, particularly augmented reality games like Pokemon Go. This means that brands who have passed over mobile games as ‘not for our customer’ may need to reconsider their position.

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Crimson Hexagon examined online conversations about artificial intelligence, augmented reality and virtual reality. They found a significant increase in all of these topics over the course of a six year period, with the greatest growth being centered around artificial intelligence. Artificial intelligence has become an accepted part of our life in a very unobtrusive way: this is the technology we trust to give us directions, organize our schedules, and monitor banking and other secure accounts.

There were roughly 2.5 million posts about augmented and virtual reality documented during the study; of these, almost a fifth were about gaming. This observation isn’t in keeping with what the pundits had predicted – they’d said that these new technologies were most likely to be adopted as training tools in the healthcare industry and to provide better education in under served areas. Instead, the trends have mirrored what we’ve seen happen with other technology; as access to the tools becomes more widespread, people inevitably use it to create and play games.

The gameplay experience normalizes the technology for the public. That means when a brand figures out how to use it for marketing purposes– consider Ikea’s embrace of augmented reality for an example – the public is already prepared to make the most of it. Knowing that women over 35 are both enthusiastic gamers and the demographic most likely to purchase furniture explains why this foray into AR technology has been so successful for Ikea. It will be interesting to see what other brands that focus on the 35+ female demographic make the leap and embrace gaming next. Who do you think it might be?

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office