Pokémon Go Loses Steam and Millennial Women

The continued momentum of Pokémon Go has become a hot topic among Tech Enthusiasts as Nintendo seeks new ways to re-engage users heading into 2017. Pokémon Go is considered a huge success by nearly any metric, including downloads, in-app purchases, and generally dominating the online conversation about Tech, Apps, and Augmented Reality.
Most app makers could only dream about Pokémon Go’s conversation volume increase – going from no volume to +3503% jump. Conversation surrounding Pokémon Go continued to soar throughout the Summer of 2016, staying high from its announcement in June to the game’s launch in July through mid-August.
Of course, conversation eventually died down after a few months, however, Pokémon Go solidified its presence as Taykey’s Top Tech Trend of 2016. At its peak, the game captured the attention of Millennials with a nearly 50-50 split among men and women, a drastic shift from Pokémon’s audience prior to the game’s launch.
From September through December, the audience demographics shifted yet again. The game still remained popular with Millennials, however 68% of the conversation was generated by men and only 32% by women. Besides losing some buzz, Pokémon Go lost the interest of Millennial women by the end of 2016.
Despite losing some momentum, Pokémon Go saw increases in volume from August through December around app updates, especially when these updates included new features and Pokémon.
While these peaks are significant they hardly compare to Pokémon Go’s launch volume; perhaps Go has hit its stride now with a core audience of M18-24.
Recent excitement surrounding the app’s newest events, features, and creatures is starting to show promise of keeping this audience engaged moving forward. While Pokémon’s fair weather audiences may never come back, their initial enthusiasm for the game helped to underscore the potential of Augmented Reality for software companies and consumer brands.