The implications are significant - if this trend holds. The presumption has been that ecommerce will come to dominate all retail and commercial activity. But there is a conundrum, which is that mobile advertising has not generated the kinds of returns such presumptions about consumer preferences would suggest.
The answer, aside from the impediment of smaller screen size, may be that consumers are not using the web in quite same way as marketers have presumed they are. These nuances are still emerging as our knowledge about how the web is utilized evolves - and how the usage itself changes with ever greater technological familiarity, facility and favorability across demographic and geographic segments.
If gaming is such a dominant activity now - and continues to demonstrate its market power, this could mean that more marketers will want to figure out how to adapt the 'gamification' of commercial activities. This is especially true as online gambling is one subset of 'gaming' that has yet to receive widespread regulatory approval - and may yet do so.
It may also mean that ecommerce and social media engagement are more nuanced activities than originally thought. This could well be good news for social as both online gaming is an inherently social activity so the congruence could stimulate quicker uptake. Overall web - and especially mobile - presentation to consumers - and even the design of devices may have to morph to reflect that actual activity in order to realize its optimal potential. JL
Kyle Russell reports in Business Insider:
While Netflix is the undisputed champion of generating Web traffic in the United States, there's another video-streaming service that's quickly moving up the peak traffic ranks: Twitch, the video service that lets gamers live-stream their gameplay to thousands of viewers simultaneously.
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