Posts Tagged ‘survey’

Millennial gamers much more than just gamers

Wednesday, November 17th, 2010

Media firm Giant Realm has recently released the results of their GuyPulse study, finding that almost three quarters of males between the age of 18-34 that indicated that they play video games are the “go-to” source for family and friends when it comes to all things gaming.

The survey was conducted over the course of October, with 490 males sampled. Giant Realm also found that not only are these millennials playing their fair share of video games, but that they’re also incredibly informed, not only about what they’re playing, but about the video games market in general. 35.9 percent of those surveyed indicated that they visit gaming related news source, opinion, and tutorial websites at least once or twice a month. When questioned about a higher frequency, almost one quarter (21.6 percent) said that they visit one of the aforementioned sites at least a few times per week.

Moreover, millennial male gamers aren’t just consuming video game related content; they’re producing it as well. While still not the majority, nearly one third (31.1 percent) of respondents indicated that they actively blog, comment on blogs, and/or follow blogs at least once or twice per month.

Ask any millennial how they feel about categories and labels and you’re sure to find a wide range of opinions. Giant Realm set out to put the traditional marketing and advertising segmentation label of ‘gamer’ to the test with these 490 males. Keeping in mind that the entire survey group identified themselves as “someone who plays video games,” less than half of them (39.9 percent) checked the “it’s what I am” box when asked how they feel about the term “gamer.” These same respondents indicated that they like the term. In contrast, 53.3 percent said that they do no like the term “gamer” applied to them, or had no opinion on the matter at all. Perhaps the most interesting statistic gleamed from the questionnaire; only one quarter (27.0 percent) of these same millennials view other demographic audiences (parents, children, etc.) that play video games to be “gamers.”

When it comes to outside of gaming activities, the survey group is clearly quite active. When asked about their behavior in the past week alone:

  • 52.2 percent have been out with friends in a social setting
  • 43.2 percent have been out to eat at a restaurant
  • 27.8 percent have been to a movie theatre
  • 25.9 percent have purchased a DVD or blu-ray title.

When it comes down to dollars and cents via ads on gaming related websites, Giant Realm found that the response really comes down to the product category. Almost one third (31.2 percent) indicated that graphics or videos in online ads for items in the food and drink category are “lame.” The Giant also found that the more time these males spend playing games, the more likely they were to view food and drink ads with disdain. “Light use” players provided 18.2 percent of the “lame” vote, while “Heavy use” players contributed a 41.7 percent vote. When it comes which ads are acceptable, the study found, appropriately, that gaming related ads on games websites were the most acceptable. 25.7 percent gave these ads the “cool” nod, 49.6 percent viewed them as “OK”, and only 11.6 percent still found the ads “lame.”

“There’s an opportunity for online advertisers, especially those outside of the gaming arena, to rethink their creative tactics in addressing young men,” said Ryan Kahn, Sales Director of Giant Realm. “Gamers expect to be entertained by and engage with ad creative, and marketers who take this notion to heart are the ones that find success. Know who you’re talking to, and don’t let your audience down.”

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Survey indicates gamers going beyond consoles and PC’s – but not necessarily paying

Wednesday, October 6th, 2010

Gaming market research firm Newzoo has recently released the results of a video game usage survey that reveals a number of interesting insights into today’s “state of games.” Most notable in the survey was the finding that 2/5ths of America’s 160 million gamers regularly play social games on Facebook.

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The survey includes data from both the US (an estimated 160 million gamers) and the UK (approximately 32.5 million gamers), and segments them into seven non-exclusive groups. This segmentation is based on each gamers’ platform(s) of choice: console (including portable), MMO, PC/Mac (boxed games), PC/Mac (digital delivery), online casual, social networks, and mobile devices (iPhone, iPad, etc.).

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While consoles still take home the lion’s share of attention, with 56 percent of all US respondents and 62 percent of all UK respondents indicating consoles as their weapon of choice, the survey found that these same console users are also utilizing other platforms on a regular basis. More than half (56 percent) of all US console gamers also indicated that they are playing games on mobile devices, (59 percent) social networks, and (40 percent) MMOs. UK results were quite similar.

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Clearly these numbers indicate that gamers aren’t preferring one platform over the other, but rather, adding more options to their gaming choices. According to Newzoo, the average gamer is playing on any 3 of the 7 segments at any given time – sometimes simultaneously.

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Before we start jumping for joy, it’s important to keep in mind that the Newzoo survey also found that 72 percent of US gamers and 75 percent of UK gamers are actually forking over cash to play their game of choice. So while the numbers indicate a strong diversification of gaming tastes, at the end of the day, only ¾ of them are actually paying to do so. The survey found that console gamers in both the US and UK are the most likely to pay up, however, gamers that used mobile devices and social networks (read:Facebook) are the least likely to pay to play.

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One Quarter of all Europeans are Gamers

Thursday, July 1st, 2010

The ELSPA has recently published the results of their European gamer survey, and the results are nothing short of eye opening. For the first time, the survey included the demographic of people that occasionally play, but may not purchase games. Given this criteria, the survey found that 25.4 percent of all Europeans may be addressed as Gamers.

ELSPAVideo game playing/usage varies across Europe with France having the highest percentage of the survey definition of Gamer, with 38 percent. The lowest percentage of Gamers may be found in both Italy and Poland, with only 17 percent. Based on this data, the ELSPA estimates that there are approximately 95.2 million adult video gamers across the 18 countries covered in the survey.

Naturally, the survey found that most gamers come from the ‘Youth’ demographic. However, the 30-49 age group scored quite high in the ratings, garnering a robust 30 percent of the market. Again, while the Youth demo scored high, it’s important to remember here that the 30 percent 30-49 year old age segment are the ones with purchasing power. Also notable that while new generation consoles have significantly contributed to the overall increase of the European Gamer, more than half, 68 percent, of gamers in the top 8 countries surveyed indicate that they are Intermittent, Marginal and/or Dabbler gamers. So while we have a healthy and growing percentage of gamers, their commitment to gaming can not be seen as an “every day, every evening” style of play.

When it comes to what they’re playing on, the ELSPA survey clearly puts PC on the top of the pile. PC gaming is the main standard of 49 percent of all European gamers between the ages of 16 and 49. With a significantly less percentage, Nintendo’s Wii and Mobile Phone gaming took second and third spots with 14 percent and 10 percent, respectively.

When looking at European gamers’ secondary gaming systems/platforms, again Nintendo scores quite high with the DS, DS Lite, and DSi systems being used by 29 percent of Euro gamers. Sony’s PS2 is also continuing it’s legacy in Europe, with 25 percent of all respondents indicating they use a PS2 as “the other” gaming platform in the home.

When it comes to Online Gaming, European gamers are connected. Of those labeled “Gamer” in the survey, 71 percent of them have played in one form or another an Online game in the past 3 months. The majority , 68 percent, of European online gaming comes in the form of free online games, however 19 percent of Euro gamers play paid online games. Free gaming sites and social networking sites scored high on the list, 55 percent and 37 percent, respectively, while the “But it once, play it for free online,” format is the most popular form of paid online gaming in Europe (read: the death of subscriptions?)

So whether you’re looking at launching an IGA campaign, ramping up your free or paid online game, the ELSPA is the most comprehensive European gaming survey to date. Other topics covered in the survey include Attitudes and Motivations for Video Gaming, Video Games and the Family, Video Gamers Broader Activities and Interests, Awareness and Perceptions of PEGI, and The Socio-Demographics of Video Gaming Behavior. Grab your free copy of the ELSPA report here.

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New Survey reveals console gamers big on Digital Distribution

Tuesday, October 27th, 2009

While GameStop claims that it isn’t really worried about the rise of digital distribution cutting into it’s brick and mortal retail stores revenues’, a new survey from the TNS and gamesindustry.com titled The UK National Gamers Survey, could have retailers rethinking.

Traditionally, PC and console games were produced to a disk (or cartridge), packed in a fancy box, and sent off to retailers for sale to the general public. One can still find this method alive today, but perhaps not doing so well. A wide variety of factors all contribute to the decline of boxed sales, perhaps most notably the rise of both mobile and web portal based gaming; a scenario where there’s no wait involved. The UK National Gamers Survey 2009, as well as identical surveys conducted in the US and EU markets clearly indicate that digital distribution has arrived, and is a favorite amongst both PC and console gamers.

The survey found that 25 percent of all UK console gamers have paid for and downloaded not only complete titles, but also additional levels for their favorite games. The former being a purchase, the later being a microtransaction. 7 percent of all gamers surveyed indicated that when they’re after a new game, they usually purchase them directly via a digital distribution channel, circumventing a physical retailer altogether. On the PC side of gaming this figure is doubled, with 14 percent of all PC gamers regularly buying and downloading their pixel pleasure directly. In the US market these figures rise even more, with 16 percent of console players purchasing directly, and 23 percent of PC users accustomed to the digital distribution method.

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The survey also indicates that over half (55 percent) of the UK population (as defined by 8 years of age or older and access to an internet connection) play on consoles. 27 percent of this demographic indicated that they regularly download either complete games or additional levels for their existing games. Almost all respondents indicated that they have experience paying for this. When broken down by console, Sony’s PlayStation 3 takes the lead with over half, again 55 percent, of owners regularly obtain content via digital distribution, 51 percent of Xbox 360 users, and 25 percent of Nintendo Wii owners are downloading.

“With the growing part of games being played and paid for online, a key way to monitor the complete games business is by asking consumers directly about their overall game behavior and spending. An additional advantage of this approach is insight across all platforms as the traditional divide between the online casual and core console market has evaporated,” adds Peter Warman from gamesindustry.com.

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