DOCSLIB.ORG

Dating Services Report 2016

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Dating Services Report 2016 eSERVICES: DATING SERVICES DATA BASIS AND METHOD OF ANALYSIS Overview Pages Subject Essentials 03 – 05 Detailed overview › Market scope Online Dating Services allow users to access a bigger pool of prospective partners › Customer benefit, market size All segments (matchmaking, online dating and casual › Future developments, assumptions and sensitivity analysis dating) are growing 06 – 08 KPI-Comparison › Market KPI comparison by region in the form of charts Largest market is the US with US$1.9bn in 2016 › Market KPI comparison by region in the form of tables China has the highest average growth rate (10.4%) › Key takeaways 09 – 10 Framework › Dating Services segment within the eServices market The eServices market has an average growth rate of 20.9% p.a. and the dating service segment has a CAGR › Dating Services vendor landscape of 5% 11 Deep Dive In Europe most countries are dominated by Tinder, Most downloaded dating apps by country › followed by Badoo and Lovoo 12 – 14 Market structure, contact and imprint 2 ©Statista Market Digital Outlook DATING SERVICES: PRODUCTS AND SERVICES Market scope – Dating Services Event Tickets Fitness Online Dating Matchmaking Casual Dating Speed Dating Food Delivery Social Networks Niche Dating 3 Focus segment Out of scope Other segment reports ©Statista©Statista MarketMarket DigitalDigital Outlook Outlook DATING PORTALS OFFER A VARIETY OF SERVICES THAT SUIT ANY USER AND THEIR INTENTIONS Customer benefit Market size There are different groups of In addition, a variety of online The dating service market is of about 50%. However, the user customers that benefit from using dating services exist. Each user divided into three service base is largest in the online online dating services. These can find a service that matches categories: matchmaking, casual dating segment with a share of customers are searching for a his or her interests and dating and online dating (see approximately 65% of total users. relationship (matchmaking), a intentions. Matchmaking services page 12 for detailed definitions). Comparing figures globally, it can flirt (online dating) or a sex identify potential partners using Dating apps offer flexibility and be noted that most of the revenue partner (casual dating). complex matchmaking-algorithms convenience as you can find is generated in the United States based on the results of personality On dating portals or apps, users potential partners everywhere and (US$1.9 billion in 2016). The tests. Many portals also allow can meet a wider circle of at any time on your phone. Hence, United States is followed by users to just flirt and chat without people. Users get the chance to smartphone penetration has a Europe, which had a revenue of any kind of commitment. get to know all kinds of people major impact on sales. Due to the US$1.2 billion in 2016. Revenues Customers who seek a lover can they would normally not meet in rise in smartphone penetration, in China are the smallest in this use casual dating sites. Dating their everyday life. Users are also too, dating services have become comparison with US$0.57 billion portals used by married users looking at a bigger dating pool of more sought-after. In addition, the in 2016. looking for affairs have special prospective matches on dating stigma of online dating is features regarding discretion and Regarding Europe, the United websites. diminishing, which drives the data security (e.g. blurry pictures) Kingdom is the leading country success of dating services. Furthermore, dating portals have a to protect users. with revenues of US$0.24 billion variety of search options or filters However, some users regard the in 2016. (e.g. age) to help users find what collection of their personal data “There are bad sides to When it comes to most they are looking for. This makes with suspicion and are afraid that everything but I think, for downloaded dating apps in dating more efficient. third parties might misuse their the most part, online dating Europe, Tinder dominates data. This hampers the growth of Dating portals help users with a is one of those things that is northern countries; Badoo is top online dating services. busy schedule who have no time really solving one of in the East and South. In German- to go out and meet people by society's problems.“ The global revenue in the dating speaking countries, Lovoo is the providing a forum for doing just Gary Kremen, co-founder of Match.com services segment amounts to number one app. The US is also that. Through dating services they (2015) US$4.6 billion in 2016. Most of dominated by Tinder, whereas can still get in touch with others the revenue is generated by Momo is the most downloaded that share their interests. matchmaking services with a share dating app in China. 4 ©Statista Market Digital Outlook MOBILE DEVICES ARE PERFECT FOR LOCATION- BASED, REAL-TIME DATING SERVICES Future developments Assumptions and sensitivity analysis The main global drivers of the purchasing power especially in Our forecasts include the service model of dating services is called dating services market are urban areas. categories matchmaking, online into question by users. Therefore internet and smartphone dating and casual dating. Niche the industry will need to explore We anticipate a shift to mobile penetration. Smartphones en- dating services are not new revenue streams and add dating and hence an increasing able ubiquitous and immediate considered (e.g. WooPlus for plus- extra value to dating services; e.g. use of dating apps on smart- access to dating services through size singles). These websites are through services that provide phones rather than using desktop apps. Besides, online dating is now excluded as they have very low additional benefits for the user. versions or dating portals. much more culturally accepted. market relevance. The user database of dating In addition, we expect online As internet and smartphone As online dating becomes more service providers is a big asset. dating to converge with social penetration is already very high in pervasive, concerns centered Demographic data, interests and networks. Dating portals will be the US, we expect the US to have around security and online attitudes allow excellent less focused on finding a partner the lowest growth with an annual safety become increasingly targeting for advertisers which for life and place more emphasis growth rate of 3.5% (2016-21) important for both the industry makes advertising on dating on meeting new people instead resulting in a total market volume and the users. We therefore portals very attractive. Hence, (like Badoo). This establishes a of US$2.3 billion in 2021. expect a significant improvement services that have a large user more relaxed atmosphere and with regard to security and data base can be fully financed through Within Europe, Russia has the users do not feel forced and protection within the next years. advertising revenues. This favors highest CAGR, lifting the whole pressured into finding a partner. However, should these issues be freemium business models. region to an average annual Furthermore, it is expected that neglected in the future, data growth rate of 3.6% and a market In our forecasts, we consider both dating apps will be used on breaches like the Ashley Madison volume of US$1.5bn in 2021. paying users and non-paying users smartwatches to access messaging hack will negatively affect user (e.g. freemium models), which The fastest growing region is functionalities faster. growth and revenues. A group of impacts the average revenue per China with 10.4% CAGR1 to 2021 hackers leaked more than 25 user significantly. As the online resulting in a market volume of “Online dating will be gigabytes of company data dating segment has the highest US$0.9bn in 2021. This fast mobile only; that’s where including user details. share of free users, and because growth is caused by an ongoing the trend is going” Dating portals and apps will need prices are significantly lower Chinese internet penetration Arum Kang, founder Coffee Meets Bagel, to regularly add new features. compared to matchmaking growth period (new potential (2015) With the growth of free dating services, the ARPU2 is the customers) and increasing sites, the subscription-based smallest in this segment. 1: CAGR: Compound annual growth rate/average growth rate per year 2: ARPU: Average revenue per user 5 ©Statista Market Digital Outlook DATING SERVICES IN MAJOR REGIONS Market KPI comparison by region United States China Europe Revenue forecast in million US$ by region +3.5% p.a. +10.4% p.a. +3.6% p.a. 682 Casual Dating: 540 714 356 Online Dating: 650 282 36 409 159 350 22 Matchmaking: 890 734 91 733 685 452 585 2016 2021 2016 2021 2016 2021 Revenue per user in US$ by region 24.31 2.13 13.76 2016 14.65 2016 1.35 2016 6.60 77.59 9.25 38.19 29.19 2.65 15.63 2021 15.40 2021 1.54 2021 6.98 87.09 10.96 41.12 Source: Digital Market Outlook 2016 6 ©Statista Market Digital Outlook DATING SERVICES IN MAJOR REGIONS Market KPI comparison by region United States China Europe Dating Services revenue CAGR1 CAGR1 CAGR1 Segment Unit 2016 2017 2018 2019 2020 2021 2016 2017 2018 2019 2020 2021 2016 2017 2018 2019 2020 2021 16 – 21 16 – 21 16 – 21 Total mUS$ 1,924 2,012 2,093 2,167 2,231 2,286 +3.5% 565 642 719 793 863 928 +10.4% 1,217 1,270 1,319 1,366 1,410 1,450 +3.6% Matchmaking mUS$ 734 774 810 841 867 890 +3.9% 452 508 565 622 678 733 +10.1% 585 608 629 649 668 685 +3.2% Online Dating mUS$ 650 666 681 693 704 714 +1.9% 91 109 126 140 151 159 +11.7% 350 364 376
Load more

Recommended publications
  • Dating, Digital Media, and Diaspora: Contextualising the Cultural Uses of Tinder and Tantan Among Australian Chinese Diasporas
    DATING, DIGITAL MEDIA, AND DIASPORA: CONTEXTUALISING THE CULTURAL USES OF TINDER AND TANTAN AMONG AUSTRALIAN CHINESE DIASPORAS Xu Chen BA, MA Submitted in fulfillment of the requirements for the degree of Doctor of Philosophy School of Communication Creative Industries Faculty Queensland University of Technology 2020 Keywords Chinese diasporas Dating apps Digital cultures Ethnicity Sexual cultures Social media Dating, digital media, and diaspora: Contextualising the cultural uses of Tinder and Tantan among Australian Chinese diasporas i Abstract Bringing together perspectives from digital dating, sexual cultures, and diaspora studies, this project investigates how Australia-based Chinese users engage with Tinder and Tantan, two dating applications (apps) that have emerged from different cultural contexts – one Western, and one non-Western. Tantan is a popular dating app in mainland China. It was designed to mimic Tinder which, like other Western social media platforms, is blocked in mainland China. Although the study of dating apps has become a burgeoning research field over the past decade, little work has been done – and then only recently – on diasporic uses of dating apps. Research focusing on digital diaspora has shown that social media are essential to the maintenance and negotiation of diasporic identity among Australian Chinese diasporas. Within this digital-diasporic research, however, little attention has been paid to the role of dating apps, despite the popularity of both Chinese and Western dating apps among Chinese diasporic communities. To address this lack of attention, this research places a much-needed focus on the role of dating apps within digital diaspora studies. At the same time, it expands the emerging critical focus on diaspora within dating app studies.
    [Show full text]
  • Snapchat Launches Own Multi-Player Gaming Platform 4 April 2019
    Snapchat launches own multi-player gaming platform 4 April 2019 long holiday weekend, something that makes us feel like we're sitting with friends, controllers in hand," he said. "Unfortunately, these games are hard to find on mobile (...) it's hard to get everybody to install the same game, and it's hard to chat." The six games will be directly accessible from Snapchat's popular messaging feature Chat, offering users the possibility to play while at the same time exchanging messages. "Bitmoji Party," developed by Snapchat parent Snap and inspired by Nintendo's "Wii Party," for example features players, brought to life with 3D Bitmojis, as they compete across four fast-paced Snapchat—the popular messaging app—is lauching its mini-games. own multiplayer gaming platform "You can launch Bitmoji Party right from the chat bar, allowing you and your friends to instantly play together, no install required," Wu said. Messaging app Snapchat, which is widely popular among younger users but has struggled to turn a "Alphabear Hustle" is described as a fast-paced profit since its creation in 2011, on Thursday word game in which players work together to spell unveiled new features including an integrated words, collect cute bears and build their own gaming platform, an expansion of its original series personal bear village. and new parnerships with developers. "Zombie Rescue Squad" deals with a zombie "Friendship is more than just the things you chat apocalypse that calls on players to "rescue about," said Will Wu, the director of product at survivors from the hungry hordes and gather as Snapchat as he unveiled Snap Games at a Partner many supplies as you can.
    [Show full text]
  • A Comparison of Mobile Application Adoption Between Chinese and Us College Students
    WHY DO WE CHOOSE THIS APP? A COMPARISON OF MOBILE APPLICATION ADOPTION BETWEEN CHINESE AND US COLLEGE STUDENTS Chenjie Zhang A Dissertation Submitted to the Graduate College of Bowling Green State University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY August 2018 Committee: Louisa Ha, Advisor Patrick D. Pauken Graduate Faculty Representative Lisa Hanasono Kate Magsamen-Conrad © 2018 Chenjie Zhang All Rights Reserved iii ABSTRACT Louisa Ha, Advisor The present cross-cultural study applies the regulatory focus theory developed by Higgins and modifies the cultural dimensions proposed by Hofstede to explore and compare the relationships between cultural values and the focused strategic means college consumers use in China and the US. In total, 377 Chinese and 403 US college students participated in a survey to reveal the relations between variables of app download and their cultural values. In addition, for a deeper and insightful understanding of the app download behavior, the method of semi-structured interview was used to raise participants’ and the researcher’s consciousness of and critical reflections upon app download processes and experiences. The research results are five-fold: First, Chinese college students share similar scores of four cultural dimensions with the US college students, and there is no difference in indulgence between the two countries. Second, country is a more powerful variable than cultural dimensions in model testing in terms of differentiating consumers’ regulatory focus. US consumers are more likely to be promotion focused and Chinese consumers are likely to be prevention focused. Third, promotion focused consumers are likely to seek both hedonic and utilitarian gratifications, and to heuristically process information.
    [Show full text]
  • Dating Expectations in Social Media
    Aalto University School of Science Master’s Programme in Information Networks Annukka Jänkälä Dating expectations in social media: From profile pictures to a date and beyond Master’s Thesis Helsinki, January 18, 2017 Supervisor: Professor Tapio Takala, Aalto University Advisor: Asko Lehmuskallio Ph.D. (Social Sciences), University of Tampere ii Aalto University School of Science ABSTRACT OF Master’s Programme in Information Networks MASTER’S THESIS Author: Annukka Jänkälä Title: Dating expectations in social media: From profiles pictures to a date and beyond Pages: vii + 127 Date: January 18, 2017 Major: Information Networks Supervisor: Professor Tapio Takala Advisor: Asko Lehmuskallio, Ph.D. (Social Sciences) Computer-mediated communication (CMC) has widely been seen as inferior to face-to- face (FtF) communication because of for example the lack of immediate feedback and nonverbal cues. However, the social information processing theory sees CMC as equal to FtF communication because people want to build social relationships also in CMC. The hyperpersonal theory goes even further by stating that the reduced cues in CMC foster more affection and emotion compared with FtF communication. This thesis aimed to explore this field further from the view of singles seeking a romantic life partner online. The study was conducted by interviewing 13 current and former Tinder users with semi- structured interviews. Some of them also provided their Tinder profiles and/or conversation histories for further analysis. The subjects were young adults with no children, living in the Helsinki metropolitan area of Finland, and most of them had or were pursuing a university degree. They were seeking a life partner rather than one-night stands.
    [Show full text]
  • Data Cultures of Mobile Dating and Hook-Up Apps
    Original Research Article Big Data & Society July–December 2017: 1–11 ! The Author(s) 2017 Data cultures of mobile dating and DOI: 10.1177/2053951717720950 hook-up apps: Emerging issues for journals.sagepub.com/home/bds critical social science research Kath Albury1, Jean Burgess2, Ben Light3, Kane Race4 and Rowan Wilken5 Abstract The ethical and social implications of data mining, algorithmic curation and automation in the context of social media have been of heightened concern for a range of researchers with interests in digital media in recent years, with particular concerns about privacy arising in the context of mobile and locative media. Despite their wide adoption and economic importance, mobile dating apps have received little scholarly attention from this perspective – but they are intense sites of data generation, algorithmic processing, and cross-platform data-sharing; bound up with competing cultures of pro- duction, exploitation and use. In this paper, we describe the ways various forms of data are incorporated into, and emerge from, hook-up apps’ business logics, socio-technical arrangements, and cultures of use to produce multiple and intersecting data cultures. We propose a multi-layered research agenda for critical and empirical inquiry into this field, and suggest appropriate conceptual and methodological frameworks for exploring the social and political challenges of data cultures. Keywords Online dating, apps, mobile media, geo-location, sexuality, data culture Introduction studied mainly with regard to specific aspects and par- ticular demographics, especially gay men (Blackwell The practice of everyday life is entangled with digital et al., 2015; Brubaker et al., 2016; Gudelunas, 2012; media, especially mobile media (Goggin, 2006), and this Light, 2016a; Light et al., 2008; Mowlabocus, 2010; extends to sex and intimate relationships (Light, 2014).
    [Show full text]
  • Social and Human Considerations for a More Mobile World (2004)
    INTERNATIONAL TELECOMMUNICATION UNION Document: SMIS/04 WORKSHOP ON SHAPING THE ITU/MIC 26 February 2004 FUTURE MOBILE INFORMATION SOCIETY Seoul, 4-5 March 2004 SOCIAL AND HUMAN CONSIDERATIONS FOR A MORE MOBILE WORLD BACKGROUND PAPER © ITU February 2004 This paper was prepared by Lara Srivastava <[email protected]>, Telecom Policy Analyst, International Telecommunication Union (ITU). The author wishes to acknowledge Maria Cristina Bueti and Alex Young for their assistance. The New Initiatives project on “Shaping the Future Mobile Information Society” is managed by Lara Srivastava <[email protected]> under the direction of Tim Kelly <[email protected]>. Country case studies (Japan, Korea, Morocco, Norway) on the future mobile information society, and a background paper on the future broadband convergence network, can be found at http://www.itu.int/futuremobile. The series editor is Joanna Goodrick <[email protected]>. The opinions expressed in this study are those of the author and do not necessarily reflect the views of the International Telecommunication Union or its membership. 2 Table of contents 1 Introduction ............................................................................................................................................... 4 1.1 Context .............................................................................................................................................. 4 1.2 A more mobile market......................................................................................................................
    [Show full text]
  • Preferences of Mobile Dating App Users: a Semantic Network Analysis Approach Jessica Welch
    Preferences of Mobile Dating App Users: A Semantic Network Analysis Approach Jessica Welch Historically, differences have existed between heterosexual men and women regarding the traits they value most in a potential romantic partner. For example, men have typically prioritized their partner’s physical attractiveness, while women have typically valued job stability and income. These differences in partner selection between men and women have persisted in multiple studies of both traditional dating and online dating, even though other dating norms have changed in the past few decades. The most recent trend in dating is the use of mobile dating apps, but researchers have yet to examine whether these gender differences persist on this new platform. My study attempts to address this information gap by using a semantic network analysis approach combined with frequency distributions to investigate whether gender differences in partner selection are still present when interactions occur via mobile dating apps. Results indicate that men and women value similar attributes when assessing someone’s mobile dating app profile; both groups highly valued potential partners’ physical attractiveness, although women participants using mobile dating apps also prioritized partners’ intelligence and college major. Future research is required to determine whether gender differences in partner preference are disappearing across all forms of dating or if these results are specific to the platform (i.e., the use of a mobile dating app). Because this sample was limited to cisgender college students from a single Midwestern university, future research should also target a more diverse group of participants across age, gender, sexuality, and ethnicity to determine whether these results are generalizable.
    [Show full text]
  • Cell Phone Dating
    Innovation > Work & Lifestyle > Mobile love: cell phone dating MOBILE LOVE: CELL PHONE DATING WORK & LIFESTYLE Set to surpass online dating in the coming years, cell-phone dating is taking advantage of the flexibility and usability of the 3G platform. Now consumers can add yet another use for their handsets: mobile dating. ‘Deaikei’, or mobile device-centered dating services, have been around in Japan for more than 3 years – all of the major Japanese mobile service providers have branded dating sites, and they actually outrank online dating sites in popularity. Recently Europe and North America have begun to jump into the mobile dating scene, and consumer response is promising. Like FM Keitai, the 3G Dating Agency is another service that’s taking advantage of the flexibility and usability of the 3G platform. A Samsung UK- affiliated service, 3G Dating allows swains and swain-ettes looking for love to connect via SMS, MMS, and video messaging using their 3G handsets. 3G Dating cites the “everybody’s always on” nature of its cell phone-based service as a plus over traditional online dating services (great dating, no waiting). A pic or video and an email address are required to join, and registration plus unlimited access to the profile database is free. The costs come in when users send messages to each other – GBP 0.50 per text message and GBP 1.50 per MMS or video message sent through their service, plus the normal service charges levied by the user’s cell service company. Online dating heavyweight Match.com has also entered the mobile dating arena with its Mobile Match service.
    [Show full text]
  • Cyber Dating in the Age of Mobile Apps: Understanding Motives, Attitudes, and Characteristics of Users
    American Communication Journal 2017 Summer (Volume 19, Issue 2) ____________________________________________________________________________________ Cyber Dating in the Age of Mobile Apps: Understanding Motives, Attitudes, and Characteristics of Users Katherine Bryant University of Alabama in Huntsville Pavica Sheldon University of Alabama in Huntsville ABSTRACT: With the advent of the Internet and social media, relationships and relationship formation have significantly changed. This is especially true in terms of finding romantic partners or “hook up” partners. The following study examined motives for using online dating websites and mobile dating applications, as well as attitudes toward those platforms, and demographic differences related to their use. A survey of college students revealed that the primary reasons for using cyber dating platforms are “Fun,” “Relationship,” and “Hook Up.” There were also differences in the attitudes of those that have experienced cyber dating platforms and those that have not. In addition, individuals with high self-esteem were less motivated to use cyber dating to hook up. Older users and women were more likely to use them for relationship reasons. Theoretical contributions of this study relate to our understanding of uses and gratifications theory and theory of reasoned action. KEYWORDS: cyber dating; attitudes; uses and gratifications; self-esteem; online dating ______________________________________________________________________________ *Contact information: Please address all communication to the corresponding author. Pavica Sheldon, PhD, University of Alabama in Huntsville, Morton Hall 342-C, Huntsville, AL 35899, [email protected] With the advent of the Internet, social media, and other technologies, relationships and relationship formation have significantly changed. This is especially true in terms of finding romantic partners or “hook up” partners.
    [Show full text]
  • Dating Apps and Their Sociodemographic and Psychosocial Correlates: a Systematic Review
    International Journal of Environmental Research and Public Health Review Dating Apps and Their Sociodemographic and Psychosocial Correlates: A Systematic Review Ángel Castro * and Juan Ramón Barrada Facultad de Ciencias Sociales y Humanas, Universidad de Zaragoza, Calle Atarazanas, 4. 44003 Teruel, Spain; [email protected] * Correspondence: [email protected]; Tel.: +34-978618101 Received: 17 August 2020; Accepted: 5 September 2020; Published: 7 September 2020 Abstract: The emergence and popularization of dating apps have changed the way people meet and interact with potential romantic and sexual partners. In parallel with the increased use of these applications, a remarkable scientific literature has developed. However, due to the recency of the phenomenon, some gaps in the existing research can be expected. Therefore, the objective of this study was to conduct a systematic review of the empirical research of the psychosocial content published in the last five years (2016–2020) on dating apps. A search was conducted in different databases, and we identified 502 articles in our initial search. After screening titles and abstracts and examining articles in detail, 70 studies were included in the review. The most relevant data (author/s and year, sample size and characteristics, methodology) and their findings were extracted from each study and grouped into four blocks: user dating apps characteristics, usage characteristics, motives for use, and benefits and risks of use. The limitations of the literature consulted are discussed, as well as the practical implications of the results obtained, highlighting the relevance of dating apps, which have become a tool widely used by millions of people around the world.
    [Show full text]
  • Why Talk When You Can Swipe?
    WHY TALK WHEN YOU CAN SWIPE? A QUALITATIVE INVESTIGATION OF COLLEGE HETEROSEXUALS USING SMARTPHONES TO HOOKUP AND DATE A thesis submitted to Kent State University in partial fulfillment of the requirements for the degree of Master of Arts by Kenneth R. Hanson May, 2017 Thesis written by Kenneth R. Hanson B.A., Seattle University, 2015 M.A., Kent State University, 2017 Approved by __________________________________________, Advisor, Department of Sociology Clare Stacey __________________________________________, Chair, Department of Sociology Richard Serpe __________________________________________, Dean, College of Arts and Sciences James Blank TABLE OF CONTENTS INTRODUCTION ...............................................................................................................1 DATING APPS ....................................................................................................................4 Dating Apps .............................................................................................................4 Layout ......................................................................................................................5 LITERATURE REVIEW ....................................................................................................7 Media Coverage .......................................................................................................7 Hookup Culture ........................................................................................................8 Dating and Long-term Pairing
    [Show full text]
  • Juselius, 2017
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Aaltodoc Publication Archive POKÉSTOPS AND OTHER SPACES OF OUR LIVES Co-creation of Social Spatiality Through Consumption of Pokémon GO Master’s Thesis Anna Juselius Aalto University School of Business Marketing Fall 2017 Aalto University, P.O. BOX 11000, 00076 AALTO www.aalto.fi Abstract of master’s thesis Author Anna Jessica Juselius Title of thesis PokéStops and Other Spaces of Our Lives: Co-creation of Social Spatiality Through Consumption of Pokémon GO Degree Master of Science in Economics and Business Administration Degree programme Degree programme Thesis advisors Sammy Toyoki & Jack Tillotson Year of approval 2017 Number of pages 84 Language English Abstract The tremendous Pokémon GO craze got the world by surprise in July 2016. Within a couple of days this location-based mobile game gathered a record-breaking number of downloads and transformed the urban environment into a game board by driving people outside their homes to catch imaginary creatures. Combining the physical reality and imagination, this ‘pervasive’ game can be thought of as a new instance of digital virtual consumption (DVC) that could have an enhanced potential to simulate consumer fantasies. While there is a decade of research on how the urban environment can be experienced differently through location-aware technologies, most of it is outdated. Furthermore, little attention has been paid to the full spectrum of social spaces following Lefebvre’s (1991) triad that extends beyond behavior in the observable environment. The aim of this research is to help fill those gaps in understanding how consumers participate in the co-creation of social spaces through the next- generation location-based mobile games as a part of their daily lives.
    [Show full text]