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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            niche among Mobile Gamers, with                       playing the game every month
  •            of Pokémon Go players have made more than one in-app purchase within the game
  • Pokémon Go            are valuable paid content consumers,                       paying for more than three            subscriptions, compared to            of all           
  •            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’            like Pokémon Go have the            to accelerate smart watch adoption

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

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