In Feb of this year Stardoll (a KZero client) carried out some in-depth research into their membership base, with some interesting findings.
The targeted age range that Stardoll positions into is the seven – 17 segment so you’d assume (naturally) that this young female audience is the primary market. It is, but what the research discovered was the high levels of engagement from the mothers (or guardian) of the girls – marketers pay attention.
The graph displayed right shows the findings from the question ‘How often do you visit and play Stardoll?’. From a base of 868 younger Members, a massive 80% visit Stardoll daily. Looking over to the Mothers (n=158), over half (54%) are also frequent visitors logging into Stardoll daily.
So, from a marketers perspective looking at potential activity, this gives a new angle – there’s an incumbent secondary market (the Mothers).
This element of the research also shows the 75% of Mothers visit Stardoll several times a week with their children.