According to a May 2011 study by IPSOS conducted for Saatchi & Saatchi, gamification may have an important role in transforming consumer behaviors into new brand loyalty and employee communications, incentive programs and training. Some of the top-line findings:
- Ban it or exploit it?
- Are you as engaging as a game? 57% play social games to pass time when bored–implication, make the workplace and communications more engaging
- Give a break or take a break? 39-40% game when alone or in need of a “mindless” break respectively
- What motivates: “Discounts” are most compelling incentives for winning a challenge followed by “Social Action” and “Points toward Loyalty Program.” 25% said “Status in Community” was a compelling incentive.–wonder if that would change if bonus compensation and advancement were tied to it?
- Express your inner goodness to win: 18-24 year olds most likely to take a salary reduction to work for a socially responsible company.
50% say they play social games at work–guys more than gals 53%/39%–and Tablet owners more than smartphone owners (68%-54%).
Here’s the study: