The Adult Video Gamer Market in the U.S.: Tapping into the New Diversity of Video-Game Players

Published by: Packaged Facts

Published: Jan. 1, 2009 - 269 Pages

Table of Contents

Chapter 1 Executive Summary

Background

Introduction

Overview of the Report

Scope and Methodology

Scope of the Market

Methodology

Trends and Opportunities

American Consumers Escape into Video Games as Hard Times Get Harder

Adults Take to Video Games in Increasing Numbers

Video Games Appeal to All Age Groups

Casual Games Drive Change in Videogamer Demographics

Nintendo in Forefront of Gaming Revolution

Video Games Now Offer More than Just Fun

Video-Game Ads Expected to Grow Dramatically

Gamers Offer Many Opportunities for Retailers

Overview of the Market

Gamer Population Totals 114 Million

Videogamers Generate Annual Income of $4 Trillion

Video-Game Purchases Will Reach $10 Billion in 2013

Older Age Groups and Women Expected to Spark Growth in Videogamer Market

Profile of Adult Video-Game Players

Video Games Appeal to All Ages

Half of Videogamers Are Women

Videogamers Have Different Demographic Profile

Gender Drives Choice of Games

Gaming Habits of Moderate and Occasional Players Differ from Those of Avid Players

Gameboy and Nintendo Draw More Female Gamers

Online Games Interest Older Women

Women Predominate among Cellphone Game Players

Young Men Predominate among Offline Computer Gamers

Profile of Adult Video-Game Buyers

50 Million Adults Buy Video Games

Many Buyers of Video Games Don’t Play Them

Avid Players Most Likely to Buy Games

Many Players Rent or Borrow Rather than Buy Games

Women in the 35- to 44-Year-Old Age Group Account for Largest Segment of All Video-Game Buyers

Non-Traditional Video-Game Buyers Gain in Importance

Young Males More Likely to Be Big Spenders on Video Games

Video-Game Buyers Show Different Demographic Characteristics

Emerging Market Segments

Women Become Increasingly Influential Force among Moderate and Occasional Videogamers

Younger Women More Likely to Play Video Games

Older Women Players Outnumber Male Gamers

Women Dominate Ranks of Older Online Gamers

Women Dominate Cellphone Game Players

More than 50 Million Videogamers Have Kids in Household

Gameboy Most Popular Brand among Family Gamers

Family Videogamers Spend Big on Video Games

Grandparents Major Segment of Family Video-Game Segment

Parents and Grandparents Turn to Casual Games with Kids

Videogamers in 55+ Age Group Total 25 Million

Mature Videogamers Favor Cards & Casino Games

Playstation and Nintendo Popular among Mature Gamers

Video Games Help Pass the Time for Retirees

Millions of 55+ Adults Buy Video Games

Shopping Patterns

Video-Game Players Like to Shop

Videogamers Go to Malls More Often

Convenience Stores Popular among Videogamers

Incentive Offers Capture Attention of Videogamers

Videogamers Far More Likely to Make Online Purchase

Consumer Profiles

Videogamers Keep up with Fashion

Gamers Love to Shop for Clothes

Videogamers Love to Drive Fast

Gamers Use Cars to Express Their Personality

Healthy Eating Gets Low Priority

Gamers Don’t Count Calories

Frozen Dinners Part of Gamer Lifestyle

New Food Products Interest Videogamers

Videogamers Driven by Careers

Videogamers More Likely to Spend than Save

Debit Cards More Popular

Videogamers Average Users of Credit Cards

More Gamers Have Bank Accounts

New-Car Loans More Common

Many Gamers Have Investments

Videogamers Good Customers for Insurance Industry

The Role of Consumer Electronics and Computers in the Videogamer Lifestyle

Gamers Are Tech-Savvy

Videogamers Like to Buy Consumer Electronics

Avid Gamers Are Early Adopters

More Gamers Shop at Home Electronics Stores

More Videogamers Have Cellphones

Computers Play Central Role in Gamers’ Households

Home Computer Networks More Common

Videogamers Major Market for Home Computer Industry

Many Videogamers Plan to Buy New Computer in Near Future

Videogamers and the Internet

Internet Central Part of Videogamers’ Lifestyle

Traditional Media Lose Ground among Some Videogamers

Gamers Look for New and Interesting Websites

Gamers Depend on the Internet

Heavy Internet Use Common

Media Usage and Receptivity to Advertising

Game Players Depend Less on Newspapers

Videogamers Read Same Magazines as Other Adult Consumers

Gamers Listen to the Radio

Television Still Important to Most Video-Game Players

Multiple TV Sets Found in Videogamer Households

Gamers More Likely to Subscribe to Premium Cable Channels

Male Avid Players Watch Channels Geared toward Younger Demographic

Moderate Players More Likely to Pay Attention to Product Placement in Video Games

Videogamers More Attuned to Product Placement Efforts in TV Shows

Leisure and Entertainment Choices

Videogamers Work Out

Gamers More Active than Other Adults

Videogamers Still Read Books

Video-Game Players More Likely to Go to the Movies

Section I Market Overview

Chapter 2 Trends and Opportunities

Strategic Trends

American Consumers Escape into Video Games as Hard Times Get Harder

Adults Take to Video Games in Increasing Numbers

Video Games Appeal to All Age Groups

Casual Games Drive Change in Videogamer Demographics

Games Valued as Social Experience

Nintendo in Forefront of Gaming Revolution

Video-Game Industry Responds to Growing Popularity of Casual Games

Nerds Push Back

Video Games Now Offer More than Just Fun

Customization is the Name of the Game

Advertising and Marketing Trends

Gamers Highly Receptive to In-Game Ads

Video-Game Ads Expected to Grow Dramatically

Growth of Casual Gamers Creates More Opportunities for In-Game Advertisers

Sony Opens PS3 to In-Game Advertising

In-Game Microtransactions Create New Possibilities for Marketers

IKEA Partners with Electronic Arts in Microtransactions Deal

Female-Friendly Marketing Approach Praised

Original Games Seen as Untapped Opportunity for Marketers

Toyota Enters World of Videogaming

Honda Targets “Cool Moms” with Web Game

7-Eleven Partners with Game Developer in Slurpee Promotion

Market Opportunities

Gamers Offer Opportunities for Retailers

Table 2-1: Selected Opportunities Related to Shopping Habits of Videogamers

Videogamers Especially Attractive to Consumer Electronics Marketers

Table 2-2: Selected Opportunities Related to Use of Consumer Electronics by Videogamers Videogamers Major Consumers of Traditional Media and Entertainment Outlets

Table 2-3: Selected Opportunities Related to Media and Entertainment Habits of Videogamers

Gamers Prime Targets for Financial Services Providers

Table 2-4: Selected Opportunities Related to Personal Finances of Videogamers

Chapter 3 Overview of the Market

Size of the Videogamer Market

Gamer Population Totals 114 Million

Table 3-1: Number of Video-Game Players by Category and Gender of Player

Videogamers Generate Annual Income of $4 Trillion

Table 3-2: Aggregate Income of Video-Game Players by Gender and Age

Aggregate Income of Avid Players Totals $766 Billion

Table 3-3: Aggregate Income of Avid Video-Game Players by Gender and Age

Moderate and Occasional Players Wield Greatest Share of Gamers’ Income

Table 3-4: Aggregate Income of Moderate Video-Game Players by Gender and Age

Table 3-5: Aggregate Income of Occasional Video-Game Players by Gender and Age

Online Gamers Wield Income of $875 Billion

Table 3-6: Aggregate Income of Online Game-Players by Gender and Age

Aggregate Income of Cellphone Gamers Exceeds $450 Billion

Table 3-7: Aggregate Income of Cellphone Game-Players by Gender and Age

Offline Computer Gamers Have Income of $634 Billion

Table 3-8: Aggregate Income of Offline Computer Game-Players by Gender and Age

Aggregate Purchases of Video Games

Video-Game Purchases Approach $7 Billion

Table 3-9: Aggregate Purchases of Video Games in Last 12 Months

Non-Gamers Also Important to Video-Game Industry

Table 3-10: Aggregate Purchases of Video Games in Last 12 Months by Non-Players

Videogamers Spend $5.9 Billion on Games

Table 3-11: Aggregate Purchases of Video Games in Last 12 Months by Video-Game Players

Avid Players Spend the Most on Video Games

Table 3-12: Aggregate Purchases of Video Games in Last 12 Months by Avid Video-Game Players

Table 3-13: Aggregate Purchases of Video Games in Last 12 Months by Moderate Video-Game Players

Table 3-14: Aggregate Purchases of Video Games in Last 12 Months by Occasional Video-Game Players

Video-Game Purchases Will Reach $10 Billion in 2013

Table 3-15: Projected Aggregate Purchases of Video Games, 2008-2013

Projected Growth of the Videogamer Market

Population Trends Will Shape Videogamer Market

Table 3-16: Videogamers as Percent of Population by Gender and Age Group

Table 3-17: Projected Changes in Population by Gender and Age Group, 2008-2013

Growth Factors Analyzed

Older Age Groups Expected to Spark Growth in Videogamer Market

Table 3-18: Video-Game Players by Gender and Age, 2008 vs. 2013

Table 3-19: Aggregate Income of Video-Game Players by Gender and Age, 2013

Section II Key Market Segments

Chapter 4 Profile of Adult Video-Game Players

Demographic Profile of Video-Game Players

Video Games Appeal to All Ages

Figure 4-1: Video-Game Players by Age Group

Table 4-1: Age and Gender of Video-Game Players by Category of Player

Half of Videogamers Are Women

Table 4-2: Women as Number and Percent of Video-Game Players by Age Group

Videogamers Have Different Demographic Profile

Figure 4-2: Selected Demographic Characteristics, Video-Game Players vs. Others

Table 4-3: Demographic Profile of Video-Game Players by Type of Player

Types of Games Played

Gender Drives Choice of Games

Table 4-4: Type of Video Game Rank-Ordered by Popularity among Men and Women

Many Women Gravitate to Male-Dominated Games

Table 4-5: Type of Video Game Played in Last 6 Months by Gender/Age Segment

Avid Players Turn to Many Types of Games

Table 4-6: Type of Video Games Played by Category of Game Player

Gaming Habits of Moderate and Occasional Players Differ from Those of Avid Players

Table 4-7: Type of Video Game Played in Last 6 Months by Category of Player

Table 4-8: Percent Playing Each Type of Video Game in Last 6 Months by Category of Player

Gameboy and Nintendo Draw More Female Gamers

Table 4-9: Brand of Video Game Played in Last 6 Months by Gender/Age Segment

Online Games Interest Older Women

Table 4-10: Online Video-Game Players vs. Others by Age and Gender

Table 4-11: Demographic Profile, Online Video-Game Players vs. Others

Women Predominate among Cellphone Game Players

Table 4-12: Cellphone-Game Players by Age and Gender

Cellphone Game Players More Urban and Multicultural

Table 4-13: Demographic Profile, Cellphone-Game Players vs. Others

Young Men Predominate among Offline Computer Gamers

Table 4-14: Offline Computer Game Players by Age and Gender

Table 4-15: Demographic Profile, Offline Computer Game Players vs. Others

Profiles of Online, Cellphone and Offline Computer Gamers Vary Dramatically

Table 4-16: Game Players by Gender and Age Group and Game Platform

Table 4-17: Demographic Profile of Video-Game Players by Game Platform . 91

Chapter 5 Profile of Adult Video-Game Buyers

Overview

50 Million Adults Buy Video Games

Many Buyers of Video Games Don’t Play Them

Table 5-1: Number Buying Video Games in Last 12 Months, Video-Game Players vs. Others

Avid Players Most Likely to Buy Games

Table 5-2: Number Buying Video Games in Last 12 Months, Video-Game Players vs. Others

Table 5-3: Percent of Each Category of Player Buying Video Games in Last 12 Months by Number of Games Purchased

Big Spenders Are Mostly Players, Moderate Spenders Include More Non-Players

Table 5-4: Amount Spent on Video Games in Last 12 Months, Video-Game Players vs. Others

Table 5-5: Percent of Each Category of Player Buying Video Games in Last 12 Months by Amount Spent on Video Games

Many Players Rent or Borrow Rather than Buy Games

Table 5-6: Percent of Each Category of Player Who Say They Usually Rent or Borrow Video Games from Friends

Table 5-7: Percent of Each Category of Player Renting Video Games in Last 12 Months by Number of Games Rented

Key Video-Game Buyer Segments

Women in the 35- to 44-Year-Old Age Group Account for Largest Segment of All Video-Game Buyers

Figure 5-1: Adult Consumers Buying Video Games in Last 12 Months by Gender

Table 5-8: Number Buying Video Games in Last 12 Months Rank Ordered by Gender/Age Segment

Non-Traditional Video-Game Buyers Gain in Importance

Table 5-9: Number of Grandparents Buying Video Games in Last 12 Months by Amount Spent

Young Males More Likely to Be Big Spenders on Video Games

Table 5-10: Number Spending $200 or More in Last 12 Months by Gender/Age Segment

Table 5-11: Number Buying Six or More Video Games in Last 12 Months by Gender/Age Segment

Table 5-12: Number Buying Video Games in Last 12 Months Rank Ordered by Gender/Age/Player Segment

Table 5-13: Number Spending $150 or More on Video Games in Last 12 Months by Gender/Age/Player Segment

Video-Game Buyers Show Different Demographic Characteristics

Table 5-14: Demographic Profile of Video-Game Buyers

Chapter 6 Emerging Market Segments

Women Videogamers

Women Become Increasingly Influential Force among Moderate and Occasional Videogamers

Table 6-1: Number of Video-Game Players by Category and Gender of Player

Younger Women More Likely to Play Video Games

Table 6-2: Female Video-Game Players as Percentage of All Video-Game Players and All Women by Age Group

Older Women Players Outnumber Male Gamers

Table 6-3: Female Avid Video-Game Players as Percentage of All Avid Video-Game Players and All Women by Age Group

Table 6-4: Female Moderate Video-Game Players as Percentage of All Moderate Video-Game Players and All Women by Age Group

Table 6-5: Female Occasional Video-Game Players as Percentage of All Occasional Video-Game Players and All Women by Age Group

Women Dominate Ranks of Older Online Gamers

Table 6-6: Female Online Video-Game Players as Percentage of All Online Video-Game Players and All Women by Age Group

Women Dominate Cellphone Game Players

Table 6-7: Female Cellphone Video-Game Players as Percentage of All Cellphone-Game Players and All Women by Age Group

Nintendo DS Appeals to Fashion-Conscious Women

Exercise Games Target Working Moms

Family Gamers

More than 50 Million Videogamers Have Kids in Household

Table 6-8: Video-Game Players with Children under 18 as Percentage of All Video-Game Players by Age of Children and Type of Video Game Played

Family Gamers Go for Children’s Entertainment and Educational Games

Table 6-9: Video-Game Players with Children under 18 as Percentage of All Video-Game Players by Content of Video Game Played

Gameboy Most Popular Brand among Family Gamers

Table 6-10: Video-Game Players with Children under 18 as Percentage of All Video-Game Players by Brand of Video-Game Console

Family Videogamers Spend Big on Video Games

Table 6-11: Purchasers of Video Games in Last 12 Months by Adults with Children under 18 in Household as Percent of All Video-Game Purchasers

Table 6-12: Purchases of Video Games in Last 12 Months by Adults with Children under 18 in Household, Video-Game Players vs. Others

Grandparents Major Segment of Family Video-Game Segment

Table 6-13: Grandparents Playing Video Games as Percentage of All Video- Game Players by Type of Video Game Played

Playstation and Nintendo Top Choices of Grandparents

Table 6-14: Grandparents Playing Video Games by as Percentage of All Video-Game Players by Brand of Video-Game Console

Table 6-15: Grandparents Playing Video Games as Percentage of All Video-Game Players by Content of Video Game Played

Parents and Grandparents Turn to Casual Games with Kids

Game Makers Look to Families

Electronic Arts Joins Forces with Hasbro to Attract Families

Nintendo Targets Families Through Partnership with Nickelodeon

Mature Gamers

Videogamers in 55+ Age Group Total 25 Million

Table 6-16: Video-Game Players Ages 55+ as Percentage of All Video- Game Players and All Adults Ages 55+ by Type of Video Game Played

Mature Videogamers Favor Cards & Casino Games

Table 6-17: Video-Game Players Ages 55+ as Percentage of All Video- Game Players by Content of Video Game Played

Playstation and Nintendo Popular among Mature Gamers

Table 6-18: Video-Game Players Ages 55+ as Percentage of All Video- Game Players and All Adults Ages 55+ by Brand of Video-Game Console

Video Games Help Pass the Time for Retirees

Table 6-19: Retirees Playing Video Games as Percentage of All Video-Game Players by Type of Video Game Played

Millions of 55+ Adults Buy Video Games

Table 6-20: Retirees and Adults Ages 55+ as Percentage of All Video-Game Buyers

Nintendo Develops Market among Seniors

Section III Consumer Behavior of Videogamers

Chapter 7 Shopping Patterns of Videogamers

Shopping in Stores

Video-Game Players Like to Shop

Table 7-1: Attitudes toward Shopping, Video-Game Players vs. Others by Gender

Table 7-2: Attitudes toward Shopping by Gender and Category of Video- Game Player

Videogamers Go to Malls More Often

Table 7-3: Percent Visiting Malls in Last 4 Weeks by Gender, Video-Game Players vs. Others

Table 7-4: Percent Visiting Malls in Last 4 Weeks by Gender and Category of Video-Game Player

Shopping Habits Reflect Demographics and Values of Videogamers

Table 7-5: Percent Shopping in Last 3 Months by Category of Retailer by Gender, Video-Game Players vs. Others

Table 7-6: Percent Shopping in Last 3 Months by Type of Retail Outlet by Gender and Category of Video-Game Player

Convenience Stores Popular among Videogamers

Figure 7-1: Percent Shopping at Convenience Stores in Last 4 Weeks by Gender, Video-Game Players vs. Others

Incentive Offers Capture Attention of Videogamers

Table 7-7: Percent of Households Responding to Incentive Offers by Gender, Video-Game Players vs. Others

Gamers Have Average Degree of Concern for Environment

Table 7-8: Attitudes toward Shopping for and Buying Environmentally Friendly Products, Video-Game Players vs. Others

Shopping Online

Videogamers Focus on Online Shopping

Table 7-9: Attitudes toward Online Shopping and Buying, Video-Game Players vs. Others by Gender

Table 7-10: Attitudes toward Online Shopping and Buying by Gender and Category of Video-Game Player

Videogamers Far More Likely to Make Online Purchase

Figure 7-2: Percent Placing Internet Order in Last 12 Months by Gender, Video-Game Players vs. Others

Figure 7-3: Percent Placing Internet Orders in Last 12 Months by Gender and Category of Video-Game Player

Male Videogamers More Likely to Buy Computer Products Online

Table 7-11: Items Purchased on Internet in Last 12 Months by Gender, Video-Game Players vs. Others

Table 7-12: Items Purchased on Internet in Last 12 Months by Gender and Category of Video-Game Player

Videogamers Are Big Online Spenders

Table 7-13: Amount Spent on Internet in Last 12 Months by Gender, Video- Game Players vs. Others

Table 7-14: Amount Spent on Internet Orders in Last 12 Months by Gender and Category of Video-Game Player

Chapter 8 Consumer Profiles of Videogamers

Fashion

Videogamers Keep up with Fashion

Table 8-1: Attitudes toward Fashion, Video-Game Players vs. Others by Gender

Table 8-2: Attitudes toward Fashion by Gender and Category of Video- Game Player

Videogamers Love to Shop for Clothes

Figure 8-1: Percent Who “Really Enjoy Clothes Shopping,” Video-Game Players vs. Others by Gender

Table 8-3: Attitudes toward Shopping for Clothes, Video-Game Players vs. Others by Gender

Male Avid Gamers Especially Interested in Clothes

Table 8-4: Attitudes toward Shopping for Clothes by Gender and Category of Video-Game Player

Videogamers More Brand-Loyal

Table 8-5: Attitudes toward Clothing Brands, Video-Game Players vs. Others by Gender

Automotive

Videogamers Love to Drive Fast

Figure 8-2: Percent Who Like to Drive Faster than Normal, Video-Game Players vs. Others by Gender

Table 8-6: Attitudes toward Driving, Video-Game Players vs. Others by Gender

Table 8-7: Attitudes toward Driving by Gender and Category of Video-Game Player

Gamers Use Cars to Express Their Personality

Table 8-8: Attitudes toward Cars and Personality, Video-Game Players vs. Others by Gender

Table 8-9: Attitudes toward Cars and Personality by Gender and Category of Video-Game Player

Video-Game Players Interested in Automotive Technology

Table 8-10: Reasons for Buying Cars, Video-Game Players vs. Others by Gender

Food

Healthy Eating Gets Low Priority

Figure 8-3: Percent Who Think Their Diet Is Very Healthy, Video-Game Players vs. Others by Gender

Table 8-11: Attitudes toward Healthy Eating, Video-Game Players vs. Others by Gender

Avid Gamers Least Concerned about Healthy Eating

Table 8-12: Attitudes toward Healthy Eating by Gender and Category of Video-Game Player

Gamers Don’t Count Calories

Table 8-13: Attitudes toward Counting Calories, Video-Game Players vs. Others by Gender

Table 8-14: Attitudes toward Counting Calories by Category of Video-Game Player

Frozen Dinners Part of Gamer Lifestyle

Table 8-15: Attitudes toward Eating Prepared Meals, Video-Game Players vs. Others by Gender

Table 8-16: Attitudes toward Eating Prepared Meals by Gender and Category of Video-Game Player

New Food Products Interest Videogamers

Table 8-17: Attitudes toward Trying New Foods, Video-Game Players vs. Others by Gender

Table 8-18: Attitudes toward Trying New Foods by Gender and Category of Video-Game Player

Financial Services

Videogamers Driven by Careers

Table 8-19: Attitudes toward Work and Money, Video-Game Players vs. Others by Gender

Table 8-20: Attitudes toward Work and Money by Gender and Category of Video-Game Player

Videogamers More Likely to Spend than Save

Table 8-21: Attitudes toward Personal Financial Management Issues, Video- Game Players vs. Others by Gender

Avid Players Least Likely to Feel Financially Secure

Table 8-22: Attitudes toward Personal Financial Management Issues by Gender and Category of Video-Game Player

Debit Cards More Popular

Table 8-23: Use of ATM/Debit Cards, Video-Game Players vs. Others by Gender

Table 8-24: Use of ATM/Debit Cards by Gender and Category of Video- Game Player

Videogamers Average Users of Credit Cards

Table 8-25: Use of Credit Cards, Video-Game Players vs. Others by Gender

Table 8-26: Use of Credit Cards by Gender and Category of Video-Game Player

More Gamers Have Bank Accounts

Table 8-27: Type of Bank Accounts, Video-Game Players vs. Others by Gender

Table 8-28: Type of Bank Accounts by Gender and Category of Video- Game Player

New-Car Loans More Common

Table 8-29: Type of Loan, Video-Game Players vs. Others by Gender

Table 8-30: Type of Loan by Gender and Category of Video-Game Player

Many Gamers Have Investments

Table 8-31: Type of Investments Owned, Video-Game Players vs. Others by Gender

Table 8-32: Type of Investments Owned by Gender and Category of Video- Game Player

Videogamers Good Customers for Insurance Industry

Table 8-33: Ownership of Insurance Policies, Video-Game Players vs. Others by Gender

Table 8-34: Ownership of Insurance Policies by Gender and Category of Video-Game Player

Section IV Technology and the Internet

Chapter 9 The Role of Consumer Electronics and Computers in the Videogamer Lifestyle

Videogamers and Consumer Electronics

Gamers Are Tech-Savvy

Table 9-1: Attitudes toward Technology, Video-Game Players vs. Others by Gender

Table 9-2: Attitudes toward Technology by Gender and Category of Video- Game Player

Videogamers Like to Buy Consumer Electronics

Table 9-3: Attitudes toward Buying Consumer Electronics, Video-Game Players vs. Others by Gender

Avid Gamers Are Early Adopters

Table 9-4: Attitudes toward Buying Consumer Electronics Products by Gender and Category of Video-Game Player

More Gamers Shop at Home Electronics Stores

Table 9-5: Percent Shopping at Home Electronics Stores in Last 3 Months by Gender, Video-Game Players vs. Others

More Videogamers Have Cellphones

Table 9-6: Ownership and Use of Cellphones by Gender, Video-Game Players vs. Others

Table 9-7: Ownership and Use of Cellphones by Gender and Category of Video-Game Player

Videogamers and Computers

Computers Play Central Role in Gamers’ Households

Table 9-8: Ownership of Home Computers by Gender, Video-Game Players vs. Others

Table 9-9: Ownership of Home Computers by Gender and Category of Video-Game Player

Home Computer Networks More Common

Table 9-10: Ownership of Home Computer Network by Gender, Video-Game Players vs. Others

Table 9-11: Ownership of Home Computer Network by Gender and Category of Video-Game Player

Videogamers Major Market for Home Computer Industry

Table 9-12: Most Recent Purchase of Home Computers by Gender, Video- Game Players vs. Others

Table 9-13: Most Recent Purchase of Home Computers by Gender and Category of Video-Game Player

Table 9-14: Amount Spent on Computer Software in Last 12 Months by Gender, Video-Game Players vs. Others

Many Videogamers Plan to Buy New Computer in Near Future

Figure 9-1: Percent Planning to Purchase Home Computer in Next 18 Months by Gender, Video-Game Players vs. Others

Gamers Spend Many Hours in Front of Computer Screens

Table 9-15: Number of Hours Per Week Using Home Computer by Gender, Video-Game Players vs. Others

Table 9-16: Number of Hours Per Week Using Home Computer by Gender and Category of Video- Game Player

Chapter 10 Videogamers and the Internet

Impact of the Internet on the Lifestyle of Videogamers

Internet Central Part of Videogamers’ Lifestyle

Table 10-1: Impact of the Internet on Lifestyle, Video-Game Players vs. Others by Gender

Table 10-2: Impact of the Internet on Lifestyle by Gender and Category of Video-Game Player

Traditional Media Lose Ground among Some Videogamers

Table 10-3 Impact of the Internet on Media Usage, Video-Game Players vs. Others by Gender

Table 10-4 Impact of the Internet on Media Usage by Gender and Category of Video-Game Player

Online Habits

Gamers Look for New and Interesting Websites

Table 10-5: Profile of Online Behavior, Video-Game Players vs. Others by Gender

Table 10-6: Profile of Online Behavior by Gender and Category of Video- Game Player

Gamers Depend on the Internet

Figure 10-1: Percent Using the Internet at Home in Last 7 Days (except email) by Gender, Video-Game Players vs. Others

Table 10-7: Method of Access to Internet at Home by Gender, Video-Game Players vs. Others

Heavy Internet Use Common

Table 10-8: Number of Times Online at Home in Last 7 Days (except email) by Gender, Video-Game Players vs. Others

Avid Gamers Even More Connected

Figure 10-2: Percent Using the Internet at Home in Last 7 Days (except email) by Gender and Category of Video-Game Player

Table 10-9: Number of Times Online at Home in Last 7 Days (except email) by Gender and Category of Video-Game Player

Top Websites the Same

Table 10-10: Websites Visited in Last 30 Days by Men, Video-Game Players vs. Others

Table 10-11: Websites Visited in Last 30 Days by Women, Video-Game Players vs. Others

Many Online Activities the Same for Gamers as Non-Gamers

Table 10-12: Online Activities in Last 30 Days, Video-Game Players vs. Others

Avid and Moderate Players Focus on Different Online Activities

Table 10-13: Online Activities of Men in Last 30 Days by Category of Video- Game Player

Table 10-14: Online Activities of Women in Last 30 Days by Category of Video-Game Player

Section V Media and Entertainment Choices

Chapter 11 Media Usage and Receptivity to Advertising

Print Media

Game Players Depend Less on Newspapers

Table 11-1: Attitudes toward Newspapers, Video-Game Players vs. Others by Gender

Table 11-2: Attitudes toward Newspapers by Gender and Category of Video- Game Player

Magazines Seen as Entertainment Source

Table 11-3: Attitudes toward Magazines, Video-Game Players vs. Others by Gender

Table 11-4: Attitudes toward Magazines by Gender and Category of Video- Game Player

Videogamers Read Same Magazines as Other Adult Consumers

Table 11-5: Favorite Magazines of Men, Video-Game Players vs. Others

Table 11-6: Favorite Magazines of Women, Video-Game Players vs. Others

Radio and Television

Gamers Listen to the Radio

Table 11-7: Attitudes toward Radio, Video-Game Players vs. Others by Gender

Table 11-8: Attitudes toward Radio by Gender and Category of Video-Game Player

Television Still Important to Most Video-Game Players

Table 11-9: Attitudes toward Video Games and Television by Gender and Category of Video-Game Player

Table 11-10: Attitudes toward Television, Video-Game Players vs. Others by Gender

Table 11-11: Attitudes toward Television by Gender and Category of Video- Game Player

Multiple TV Sets Found in Videogamer Households

Table 11-12: Ownership of Television Sets by Gender, Video-Game Players vs. Others

Gamers More Likely to Subscribe to Premium Cable Channels

Table 11-13: Subscription to Premium Cable Channels by Gender, Video- Game Players vs. Others

TV Choices Similar for Male Gamers but Differ for Women

Table 11-14: Cable TV Channels Watched by Men in Last 7 Days, Video- Game Players vs. Others

Table 11-15: Cable TV Channels Watched by Women in Last 7 Days, Video- Game Players vs. Others

Male Avid Players Watch Channels Geared toward Younger Demographic

Table 11-16: Cable TV Channels Watched by Men in Last 7 Days by Category of Video-Game Player

Table 11-17: Cable TV Channels Watched by Women in Last 7 Days by Category of Video-Game Player

Receptivity to Advertising

Avid Game Players Especially Receptive to Ads

Table 11-18: Attitudes toward Advertising, Video-Game Players vs. Others by Gender

Table 11-19: Attitudes toward Advertising by Gender and Category of Video- Game Player

Moderate Players More Likely to Pay Attention to Product Placement in Video Games

Table 11-20: Attitudes of Video-Games Players toward Product Placement in Video Games by Category of Player

Videogamers More Attuned to Product Placement Efforts in TV Shows

Table 11-21: Attitudes toward Product Placement, Video-Game Players vs. Others by Gender

Chapter 12 Leisure and Entertainment Choices of Video-Game Players

Overview of Leisure Activities

Videogamers Work Out

Table 12-1: Exercise Participation by Gender, Video-Game Players vs. Others

Fitness Walking Popular

Table 12-2: Favorite Sports of Men, Video-Game Players vs. Others

Table 12-3: Favorite Sports of Women, Video-Game Players vs. Others

Videogamers More Active than Other Adults

Table 12-4: Participation in Leisure Activity/Hobby by Men in Last 12 Months, Video-Game Players vs. Others

Table 12-5: Participation in Leisure Activity/Hobby by Women in Last 12

Months, Video-Game Players vs. Others

Listening to Music Important to Videogamers

Table 12-6: Purchase of Music in Last 12 Months by Gender, Video-Game Players vs. Others

Table 12-7: Purchase of Music in Last 12 Months by Gender and Category of Video-Game Player

Videogamers Still Read Books

Figure 12-1: Percent Buying Books in Last 12 Months, Video-Game Players vs. Others

Going Out

Gamers Go Out More

Table 12-8: Attendance at Live Entertainment Events in Last 12 Months by Gender, Video-Game Players vs. Others

Table 12-9: Attendance at Live Entertainment Events in Last 12 Months by Gender and Category of Video-Game Player

Fast Food Attracts Videogamers

Figure 12-2: Percent Using Family Restaurants by Gender, Video-Game Players vs. Others

Figure 12-3: Percent Using Fast-Food Restaurants by Gender, Video-Game Players vs. Others

Table 12-10: Use of Fast-Food and Family Restaurants by Gender and Category of Video-Game Player

Video-Game Players More Likely to Go to the Movies

Figure 12-4: Percent Attending Movie in Last 6 Months by Gender, Video- Game Players vs. Others

Table 12-11: Movie Attendance by Gender, Video-Game Players vs. Others

Table 12-12: Movie Attendance by Gender and Category of Video-Game Player

Appendix Addresses of Selected Videogamer Market Resources

Abstract

Through the innovative use of data from the Simmons Market Research Bureau National Consumer Survey, this report challenges numerous stereotypes of videogamers. For example, videogamers are far from being slackers who do nothing but sit for hours on end in front of a gaming console or computer screen. In fact, videogamers are exceptionally active consumers. They work out more, go out more and shop more than adult Americans who don’t play video games. Although video games are a primary form of entertainment for many gamers, traditional forms of media and entertainment such as watching television, going to the movies and dining out remain a central part of the leisure-time habits of most video-game players.

The report also shows how the population of videogamers is rapidly diversifying beyond the core young male gamer. The prototypical videogamer is now as likely to be a woman as a man. The videogamer population includes 25 million adults in the 55+ age bracket, 13 million retirees and 28 million grandparents.

The report begins with an overview of the videogamer market, which is divided into “Avid,” “Moderate” and “Occasional” segments based upon gamers’ degree of involvement with video games. It includes chapters on trends and opportunities in the videogamer market as well as an assessment of the size and growth of the market.

The next section of the report provides a detailed analysis of key segments in the videogamer market. Separate chapters present demographic profiles of video-game players and video-game buyers and include detailed data on the types and brands of games played and purchased. Another chapter provides an assessment of three gamer segments of increasing importance to the video-game industry: women, mature videogamers and family gamers.

Another section of the report analyzes the consumer behavior of video-game players. One chapter provides an overview of the in-store and online shopping behavior of videogamers. Another chapter provides in-depth profiles of the consumer behavior of videogamers in the areas of financial services, food, fashion and automotive. Other chapters analyze the connection of videogamers with consumer electronics, computers and the Internet.

The report continues with a chapter discussing how videogamers use the media and relate to advertising. It concludes with a chapter on the leisure and entertainment choices of videogamers.

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