If you’re one of 5 million Pokemon Go players in the UK, YouGov thinks they know you pretty well. After they conducted a study of 25,000 fans of the AR app, their findings paint the brave souls who farm Zubats in a less than positive light.
According to the survey’s personality profiling:
The data shows they are more likely to favour newness when it comes to music or fashion and also veer towards vanity – liking to stand out and thinking it is important to look good. However, they are more likely to be unmotivated. While they are highly educated, on the whole they are more likely than the rest of the population to be unambitious, easily distracted, and classify themselves as under achievers.
It might just be me, but this surmisation reads as if written by an old man who constantly waves their walking stick around in disgust about “these damn millenials”. The phrasing is a little off and robotic, not to mention that’s quite the sweeping generalisation.
However, YouGov did have some positive things to say about Pokemon Go players, suggesting that people who dismiss it as a fad are missing out:
It is a mistake to think that this is just a fad for young people. A lot of players are over 35 and this represents a completely different marketing proposition to brands wanting to partner with this type of augmented reality app.
But then it quickly goes back to its previous tack:
Crucially the people playing this game can be easily bored meaning that developers will need to innovate and push out new features if they are to keep up interest levels.
People won’t gradually abandon the game because it doesn’t change at all; most players will walk away from it because it’s still buggy and largely unfinished.
The survey approaches the players of Pokemon Go as marketing opportunities for many brands and suggests that it’s still a phenomenon worth building strategies around. Pointing out that 1 million players have made in-app purchases, the study also reveals its popularity in the US and how it draws parallels with UK figures.
Now if you’ll excuse me, I need to go wash away the bar charts from my soul.
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