Do Gamification Features Influence Purchasing Decisions? - eMarketer
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Do Gamification Features Influence Purchasing Decisions?

10% of respondents said they find the awarding of badges annoying

March 3, 2016 | Retail & Ecommerce | Mobile

More than a third of US internet users say gamification features offered from a brand’s mobile app won’t influence their purchasing behavior, according to research.

Likelihood of Purchasing from a Brand/Company that Offers a Mobile App with Gamification Features* According to US Internet Users, by Age, 2015 (% of respondents)

Omnichannel solutions provider [24]7 and Research Now surveyed more than 3,500 internet users ages 18 and older. The survey asked respondents about the likelihood of purchasing from a brand or company that offers a mobile app with gamification features, like Fitbit’s daily step and lifetime distance badges.

Fully 36% of internet users surveyed said that gamification won’t influence their behavior. Breaking it down by generation, a quarter of respondents in the 18-to-38 age group said it won’t. Some 39% of internet users ages 31 to 49 also said that it will not affect their purchasing behavior, and nearly half of respondents ages 50 and older agreed.

Almost one-third (29%) of internet users said they enjoyed the gamification interaction, but it won’t influence their buying behavior.

Moreover, 10% of respondents said they find the awarding of badges annoying and may be less likely to buy from the brand in the future, and 8% said they not only find the awarding of badges a nuisance, but will also no longer do business with the brand or company—and will delete the app.

In total, only 17% of internet users surveyed said they are more likely to buy products from the company and that the gamification features have captured their attention.

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