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Pokémon Go User Deep Dive Life After The Hype

Report by Karol Severin
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20,000 Foot View: With over        million downloads and        million daily active users, Pokémon Go has taken the digital world by storm. Although the initial hype is inevitably becoming grounded by reality, Pokémon Go is still performing strongly. Although niche by overall digital measures, the Pokémon Go player user base has a sizeable foothold, and behavioural traits that make it a compelling addressable audience for digital content providers. 

Key Findings: 

           of UK consumers play Pokémon Go monthly        of UK Pokémon Go players are male        of UK Pokémon Go players are between        and        years old
  • Pokémon Go remains niche among Mobile Gamers, with only        playing the game every month
  •        of Pokémon Go players have made more than one in-app purchase within the game
  • Pokémon Go players are valuable paid content consumers, with        paying for more than three digital subscriptions, compared to        of all consumers
  •        of Pokémon Go players use three or more mobile messaging platforms monthly, compared to a        consumer average        of Pokémon Go players follow four or more stories from brands or TV companies on Snapchat compared to        of consumer average and        of mobile gamers
  • Location-based ‘long-play’ games like Pokémon Go have the potential to accelerate smart watch adoption

Companies mentioned: Android, Apple, Google, King, Niantic, Pokémon, Pokémon Go, Snapchat, Spotify, YouTube

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