According to a May 2021 YouGov survey, over half (51%) of US mobile gamers said they’d prefer to watch ads and play for free, versus 19% who would rather make in-app purchases than see ads. But when asked specifically about rewarded video ads, the vast majority of US mobile gamers said they’d rather watch rewarded video ads than pay for in-app purchases, according to a Q2 2020 AdColony survey.
Despite the hype, most US consumers won’t make a purchase via social media in 2021. Discovery and consideration, rather than direct transactions within social apps, will remain key opportunities for brands next year.
Most influencers consider brand awareness to be their primary role when collaborating with marketers. But in the past year, social networks like Instagram have slowly begun opening commerce features to creators, indicating that influencer marketing could soon play a larger part in driving purchases on social media.