Like it or not, in the mind of the general public, the average user of social media and social gaming is likely to be a male teenager intent on conquering the latest shoot-it-all game available in the market. However, this is likely to be missing a new type of gamer with potentially damaging consequences to companies that fail to seriously understand the fast-changing world of social media and consumer habits. This new hard-core social gamer is your mother and, maybe, even your grandmother.
Ignore Social Media at Your Peril
Worryingly, many sales & marketing departments may be failing to be in a position to benefit from the possible benefits that social media offer simply because they are not aware, or do not believe, of the changes happening.
A few months ago, I was helping a Marketing department trial the use of social media. This company is a leading brand in its sector and its main customer base comes from within the A and C1 social grades and in the 50+ age groups. Because of this, their thinking was that social media use was not a primary target for this company because “our customers do not use social media”.
This kind of thinking can bring potentially damaging consequences to the future of companies like this one. Not only the social media research shows that their existing clients are already using social media (and wondering why their company of choice is not!), but they are making every effort to alienate the younger consumers that will eventually become the A/C1 and 50+ target customer of the future.
- Average Social Gamer is a 43-year-old Woman (GigaOm)
- 2010 Social Gaming Research [PDF] (Information Solutions Group)
- How Big Is Social Media Gaming? (The Blog Herald)
- Measuring the Value of Social Media Advertising (TechCrunch)
- Demographic Classification: NRS Social Grading (Wikipedia)