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Media Influence on Consumer Choice: Video Game Systems and Software

Published by: Ad-ology

Published: Nov. 24, 2008 - 46 Pages


Table of Contents


I. Executive Summary

II. Survey Findings

III. Consumer Spending

IV. Methodology+Definitions

TABLE OF FIGURES

1. Percentage of U.S. Adults That Have Purchased Video Games, Video Game Systems Recently

2. Demographic Analysis of U.S. Adults That Have Purchased Video Games, Video Game Systems Recently

3. Preference of Purchase Location (U.S. Video Games, Video Game Systems Purchasers 18+)

4. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers (18+) That Prefer to

Purchase Online

5. Factors that are Most Important in Product Purchase or Location of Purchase (U.S. Adults 18+)

6. Factors that are Most Important in Product Purchase or Location of Purchase by Age

7. Factors that are Most Important in Product Purchase or Location of Purchase by Gender

8. Factors that are Most Important in Product Purchase or Location of Purchase by Race

9. Factors that are Most Important in Product Purchase or Location of Purchase by U.S. Region

10. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Who Consider Price More

Important than Product Quality

11. U.S. Video Games, Video Game Systems Purchasers (18+) Somewhat or Significantly Influenced by

Information/Advertising from Online Media

12. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Social

Networking and User-Generated Content

13. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Online Video

14. U.S. Video Games, Video Game Systems Purchasers (18+) Somewhat or Significantly Influenced by

Information/Advertising from Traditional Media

15. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Newspapers

16. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Television

17. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Radio

18. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Direct Mail

Advertising

19. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Magazines

20. Demographic Analysis of U.S. Video Games, Video Game Systems Purchasers Influenced by Out-of-Home

Advertising

21. Percentage of U.S. Video Games, Video Game Systems Purchasers (18+) who consider Sports Marketing

Somewhat or Very Important

22. Demographic Analysis of Video Games, Video Game Systems Purchasers who consider Sports Marketing

Somewhat or Very Important

23. Percentage of U.S. Video Games, Video Game Systems Purchasers (18+) who consider Cause Marketing

Somewhat or Very Important

24. Demographic Analysis of Video Games, Video Game Systems Purchasers who consider Cause Marketing

Somewhat or Very Important

CONSUMER SPENDING FIGURES

1. 2008 U.S. TV Market Comparison of Consumer Spending on Video game hardware and software (Estimated

Total per Market)

2. 2008 U.S. TV Market Comparison of Consumer Spending on Video game hardware and software (Estimated

Average Per Household per Market)

3. 2008 U.S. Consumer Spending on Video game hardware and software by Life Stage Cluster

Abstract

The U.S. video game industry is a growing, multi-billion dollar business and new hardware does more than just play games - it can open up a consumer’s home to TV, chat and more. The growing popularity of ‘social gaming’ in the form of massive multiplayer online games (MMOG) and virtual worlds mirrors the exponential growth of online social communities.

This report includes extensive detail on the level of influence 15 different types of online and traditional media had on purchases, and reveals significant influence by online product reviews. Online media covered: Manufacturer Web sites, Store Web sites, Other Web sites, Auction Web sites, Videos, Blogs, Product Reviews, Email, and Search Results. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, and Television.

Many factors play a role in the purchase of video game systems and software and the report examines the importance of factors like product quality, product availability, price, and brand name.

The report also offers insights on how receptive consumers are to buying online instead of in a store, as well data on the importance of product availability in the decision on where to purchase.

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