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BizReport : Mobile Marketing : February 24, 2009

Study: Which cities are more interactive?

If you're looking for engaged consumer bases, a new study from LocaModa could be of help. Researchers tracked user engagement for the interactive word game 'Jumbli' and found that some cities have better engagement levels that others - information which could be used by marketers to better their chances at engaging those same consumers.

by Kristina Knight

Over the playing of 300,000 different gaming sessions, the most engaged cities were found to be Boston (17.46% of plays), New York City (17.30% of plays), Chicago (9.8% of plays). Interestingly when taken as a whole the region of Southern California was found to be most engaged, accounting for 18% of plays.

Steve King, LocaModa's VP of Sales, said, "We're seeing a clear view-through effect in locations, where one person uses his phone to control engagement for an entire group of users. Anecdotally, we saw an average of 1 to 5 ratio of friends helping 'the guy with the phone' interact with the game. It's the out-of-home equivalent of impressions versus click-through rate."

'Jumbli' is played via mobiles.

What is more interesting that the amount of plays, however, is the overall engagement level for the digital out of home sector. In the cities of Boston, Chicago and Miami bars using BarCast interactive screens saw an engagement rise of 250%. Also, using Spectacolor's HD screen in Times Square, alerts were sent to more than 1,200 bar and restaurant locations, spiking traffic to throughout the network.

Tags: LocaModa, mobile advertising, mobile engagement, mobile games

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