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

This groundbreaking Packaged Facts report provides a detailed analysis of the consumer attitudes and behavior of the 114 million American adults who play video games. Videogamers represent more than half of the adult population and have an aggregate income of $4 trillion.

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.

Read an excerpt from this report below.


Market Insights: A Selection From The Report


Gamers Prime Targets for Financial Services Providers

Videogamers represent 58% of consumers who have a new-car loan and 57% of those with a debit card. In other ways, because of the relative youth of many gamers—especially those in the Avid category—videogamers are underserved by the financial services industry and offer long-term possibilities for providers of financial services. For example, while videogamers represent 52% of the population as a whole, they account for only 48% of owners of mutual funds and 49% of those holding money market accounts. [Table 2-4]

Videogamers Major Consumers of Traditional Media and Entertainment Outlets

Although video games are the main source of entertainment for millions of gamers, there also are millions of videogamers who retain a strong attachment to traditional media. Many also are highly active in a wide range of leisure-time pursuits that stretch far beyond playing video games. For example, gamers represent 60% of consumers with four or more television sets in their household. A substantial majority (56%) of those who exercise regularly at a private club also are members of the videogame population, while 63% of consumers who attended at least three movies in the last 90 days are videogamers. [Table 2-3]

Videogamers Driven by Careers

Videogamers as a whole hardly fit the definition of slackers. They are more likely than other consumers to want to get to the very top in their career (37% vs. 28%) and to look at their work as a career and not just a job (45% vs. 41%). [Table 8-19]
Avid players are more likely to maintain that money is the best measure of success. They also are more likely to give up time with their families in order to advance. [Table 8-20]

Videogamers represent 58% of consumers who have a new-car loan and 57% of those with a debit card. In other ways, because of the relative youth of many gamers—especially those in the Avid category—videogamers are underserved by the financial services industry and offer long-term possibilities for providers of financial services. For example, while videogamers represent 52% of the population as a whole, they account for only 48% of owners of mutual funds and 49% of those holding money market accounts. [Table 2-4]

Videogamers Major Consumers of Traditional Media and Entertainment Outlets

Although video games are the main source of entertainment for millions of gamers, there also are millions of videogamers who retain a strong attachment to traditional media. Many also are highly active in a wide range of leisure-time pursuits that stretch far beyond playing video games. For example, gamers represent 60% of consumers with four or more television sets in their household. A substantial majority (56%) of those who exercise regularly at a private club also are members of the videogame population, while 63% of consumers who attended at least three movies in the last 90 days are videogamers. [Table 2-3]

Videogamers Driven by Careers

Videogamers as a whole hardly fit the definition of slackers. They are more likely than other consumers to want to get to the very top in their career (37% vs. 28%) and to look at their work as a career and not just a job (45% vs. 41%). [Table 8-19]
Avid players are more likely to maintain that money is the best measure of success. They also are more likely to give up time with their families in order to advance. [Table 8-20]

In the News


Female, Senior Videogamers Boost Market Sales

New York, January 15, 2009 - No longer mere child’s play, America’s videogame market has witnessed an influx of new gamers who do not fit the stereotype of being slacker young males. In reality, approximately 114 million American adults, or 52% of the adult population, play videogames and the prototypical gamer is now as likely to be a woman as a man, notes market research publisher Packaged Facts in the all-new report, The Adult Videogamer Market in the U.S.: Tapping into the New Diversity of Video-Game Players.

Videogamers are exceptionally active consumers, and aren’t shy about spending portions of their collective $4 trillion income.

At the forefront of the gaming revolution is industry juggernaut Nintendo. The introduction of Nintendo’s consumer-friendly Wii and DS systems brought a torrent of gaming options developed for the mass consumer and those who would not typically regard themselves as gamers into a marketplace once dominated by hardcore gamers. Beyond being designated as recreational activity, video games are increasingly employed for practical purposes, particularly for the geriatric generation. The total gamer population includes 25 million adults in the 55 and older age bracket, 13 million retirees, and 28 million grandparents.

“New, innovative games are changing the landscape. For example, among the senior population, video games are being used to boost brain power and encourage physical activity. And video games are utilized in hospitals to help patients with rehabilitation and physical therapy,” says Tatjana Meerman, Publisher of Packaged Facts.

Adult Videogamer Market in the U.S.: Tapping into the New Diversity of Video-Game Players challenges numerous stereotypes of videogamers by examining three gamer segments of increasing importance to the industry: women, mature videogamers and family gamers. The report contains an overview of the videogamer market, which is divided into “Avid,” “Moderate” and “Occasional” segments. It also includes chapters on trends and opportunities in the market, a detailed analysis of key segments, and an assessment of the size and growth of the market.

About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, foods and beverages, demographics, pet, and financial products. Packaged Facts also offers a full range of custom research services.

 

  • 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
  • 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 Selected Opportunities Related to Shopping Habits of Videogamers (in thousands)
      • Videogamers Especially Attractive to Consumer Electronics Marketers
        • Table Selected Opportunities Related to Use of Consumer Electronics by Videogamers (in thousands)
      • Videogamers Major Consumers of Traditional Media and Entertainment Outlets
        • Table Selected Opportunities Related to Media and Entertainment Habits of Videogamers (in thousands)
      • Gamers Prime Targets for Financial Services Providers
        • Table Selected Opportunities Related to Personal Finances of Videogamers (in thousands)
  • Overview of the Market
    • Size of the Videogamer Market
      • Gamer Population Totals 114 Million
        • Table Number of Video-Game Players by Category and Gender of Player (in thousands)
      • Videogamers Generate Annual Income of $4 Trillion
        • Table Aggregate Income of Video-Game Players by Gender and Age
      • Aggregate Income of Avid Players Totals $766 Billion
        • Table Aggregate Income of Avid Video-Game Players by Gender and Age
      • Moderate and Occasional Players Wield Greatest Share of Gamers' Income
        • Table Aggregate Income of Moderate Video-Game Players by Gender and Age
        • Table Aggregate Income of Occasional Video-Game Players by Gender and Age
      • Online Gamers Wield Income of $875 Billion
        • Table Aggregate Income of Online Game-Players by Gender and Age
      • Aggregate Income of Cellphone Gamers Exceeds $450 Billion
        • Table Aggregate Income of Cellphone Game-Players by Gender and Age
      • Offline Computer Gamers Have Income of $634 Billion
        • Table Aggregate Income of Offline Computer Game-Players by Gender and Age
    • Aggregate Purchases of Video Games
      • Video-Game Purchases Approach $7 Billion
        • Table Aggregate Purchases of Video Games in Last 12 Months
      • Non-Gamers Also Important to Video-Game Industry
        • Table Aggregate Purchases of Video Games in Last 12 Months by Non-Players
      • Videogamers Spend $5.9 Billion on Games
        • Table Aggregate Purchases of Video Games in Last 12 Months by Video-Game Players
      • Avid Players Spend the Most on Video Games
        • Table Aggregate Purchases of Video Games in Last 12 Months by Avid Video-Game Players
        • Table Aggregate Purchases of Video Games in Last 12 Months by Moderate Video-Game Players
        • Table Aggregate Purchases of Video Games in Last 12 Months by Occasional Video-Game Players
      • Video-Game Purchases Will Reach $10 Billion in 2013
        • Table Projected Aggregate Purchases of Video Games, 2008-2013
    • Projected Growth of the Videogamer Market
      • Population Trends Will Shape Videogamer Market
        • Table Videogamers as Percent of Population by Gender and Age Group
        • Table 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 Video-Game Players by Gender and Age, 2008 vs. 2013
        • Table Aggregate Income of Video-Game Players by Gender and Age, 2013
  • Profile of Adult Video-Game Players
    • Demographic Profile of Video-Game Players
      • Video Games Appeal to All Ages
        • Table Age and Gender of Video-Game Players by Category of Player
      • Half of Videogamers Are Women
        • Table Women as Number and Percent of Video-Game Players by Age Group
      • Videogamers Have Different Demographic Profile
        • Table Demographic Profile of Video-Game Players by Type of Player
    • Types of Games Played
      • Gender Drives Choice of Games
        • Table Type of Video Game Rank-Ordered by Popularity among Men and Women
      • Many Women Gravitate to Male-Dominated Games
        • Table Type of Video Game Played in Last 6 Months by Gender/Age Segment
      • Avid Players Turn to Many Types of Games
        • Table Type of Video Games Played by Category of Game Player
      • Gaming Habits of Moderate and Occasional Players Differ from Those of Avid Players
        • Table Type of Video Game Played in Last 6 Months by Category of Player
        • Table Percent Playing Each Type of Video Game in Last 6 Months by Category of Player
      • Gameboy and Nintendo Draw More Female Gamers
        • Table Brand of Video Game Played in Last 6 Months by Gender/Age Segment
      • Online Games Interest Older Women
        • Table Online Video-Game Players vs. Others by Age and Gender
        • Table Demographic Profile, Online Video-Game Players vs. Others
      • Women Predominate among Cellphone Game Players
        • Table Cellphone-Game Players by Age and Gender
      • Cellphone Game Players More Urban and Multicultural
        • Table Demographic Profile, Cellphone-Game Players vs. Others
      • Young Men Predominate among Offline Computer Gamers
        • Table Offline Computer Game Players by Age and Gender
        • Table Demographic Profile, Offline Computer Game Players vs. Others
      • Profiles of Online, Cellphone and Offline Computer Gamers Vary Dramatically
        • Table Game Players by Gender and Age Group and Game Platform
        • Table Demographic Profile of Video-Game Players by Game Platform
  • Profile of Adult Video-Game Buyers
    • Overview
      • 50 Million Adults Buy Video Games
      • Many Buyers of Video Games Don't Play Them
        • Table Number Buying Video Games in Last 12 Months, Video-Game Players vs. Others (in thousands)
      • Avid Players Most Likely to Buy Games
        • Table Number Buying Video Games in Last 12 Months, Video-Game Players vs. Others (in thousands)
        • Table 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 Amount Spent on Video Games in Last 12 Months, Video-Game Players vs. Others (in thousands)
        • Table 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 Percent of Each Category of Player Who Say They Usually Rent or Borrow Video Games from Friends (in thousands)
        • Table 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
        • Table Number Buying Video Games in Last 12 Months Rank Ordered by Gender/Age Segment (in thousands)
      • Non-Traditional Video-Game Buyers Gain in Importance
        • Table Number of Grandparents Buying Video Games in Last 12 Months by Amount Spent (in thousands)
      • Young Males More Likely to Be Big Spenders on Video Games
        • Table Number Spending $200 or More in Last 12 Months by Gender/Age Segment (in thousands)
        • Table Number Buying Six or More Video Games in Last 12 Months by Gender/Age Segment (in thousands)
        • Table Number Buying Video Games in Last 12 Months Rank Ordered by Gender/Age/Player Segment (in thousands)
        • Table Number Spending $150 or More on Video Games in Last 12 Months by Gender/Age/Player Segment (in thousands)
      • Video-Game Buyers Show Different Demographic Characteristics
        • Table Demographic Profile of Video-Game Buyers
  • Emerging Market Segments
    • Women Videogamers
      • Women Become Increasingly Influential Force among Moderate and Occasional Videogamers
        • Table Number of Video-Game Players by Category and Gender of Player (in thousands)
      • Younger Women More Likely to Play Video Games
        • Table Female Video-Game Players as Percentage of All Video-Game Players and All Women by Age Group
      • Older Women Players Outnumber Male Gamers
        • Table Female Avid Video-Game Players as Percentage of All Avid Video-Game Players and All Women by Age Group
        • Table Female Moderate Video-Game Players as Percentage of All Moderate Video-Game Players and All Women by Age Group
        • Table 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 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 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 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 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 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 Purchasers of Video Games in Last 12 Months by Adults with Children under 18 in Household as Percent of All Video-Game Purchasers
        • Table Purchases of Video Games in Last 12 Months by Adults with Children under 18 in Household, Video-Game Players vs. Others (in thousands)
      • Grandparents Major Segment of Family Video-Game Segment
        • Table 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 Grandparents Playing Video Games by as Percentage of All Video-Game Players by Brand of Video-Game Console
        • Table 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 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 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 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 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 Retirees and Adults Ages 55+ as Percentage of All Video-Game Buyers
      • Nintendo Develops Market among Seniors
  • Shopping Patterns of Videogamers
    • Shopping in Stores
      • Video-Game Players Like to Shop
        • Table Attitudes toward Shopping, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Shopping by Gender and Category of Video-Game Player
      • Videogamers Go to Malls More Often
        • Table Percent Visiting Malls in Last 4 Weeks by Gender, Video-Game Players vs. Others
        • Table Percent Visiting Malls in Last 4 Weeks by Gender and Category of Video-Game Player
      • Shopping Habits Reflect Demographics and Values of Videogamers
        • Table Percent Shopping in Last 3 Months by Category of Retailer by Gender, Video-Game Players vs. Others
        • Table Percent Shopping in Last 3 Months by Type of Retail Outlet by Gender and Category of Video-Game Player
      • Convenience Stores Popular among Videogamers
      • Incentive Offers Capture Attention of Videogamers
        • Table Percent of Households Responding to Incentive Offers by Gender, Video-Game Players vs. Others
      • Gamers Have Average Degree of Concern for Environment
        • Table Attitudes toward Shopping for and Buying Environmentally Friendly Products, Video-Game Players vs. Others
    • Shopping Online
      • Videogamers Focus on Online Shopping
        • Table Attitudes toward Online Shopping and Buying, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Online Shopping and Buying by Gender and Category of Video-Game Player
      • Videogamers Far More Likely to Make Online Purchase
      • Male Videogamers More Likely to Buy Computer Products Online
        • Table Items Purchased on Internet in Last 12 Months by Gender, Video-Game Players vs. Others
        • Table Items Purchased on Internet in Last 12 Months by Gender and Category of Video-Game Player
      • Videogamers Are Big Online Spenders
        • Table Amount Spent on Internet in Last 12 Months by Gender, Video-Game Players vs. Others
        • Table Amount Spent on Internet Orders in Last 12 Months by Gender and Category of Video- Game Player
  • Consumer Profiles of Videogamers
    • Fashion
      • Videogamers Keep up with Fashion
        • Table Attitudes toward Fashion, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Fashion by Gender and Category of Video-Game Player
      • Videogamers Love to Shop for Clothes
        • Table Attitudes toward Shopping for Clothes, Video-Game Players vs. Others by Gender
      • Male Avid Gamers Especially Interested in Clothes
        • Table Attitudes toward Shopping for Clothes by Gender and Category of Video-Game Player
      • Videogamers More Brand-Loyal
        • Table Attitudes toward Clothing Brands, Video-Game Players vs. Others by Gender
    • Automotive
      • Videogamers Love to Drive Fast
        • Table Attitudes toward Driving, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Driving by Gender and Category of Video-Game Player
      • Gamers Use Cars to Express Their Personality
        • Table Attitudes toward Cars and Personality, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Cars and Personality by Gender and Category of Video-Game Player
      • Video-Game Players Interested in Automotive Technology
        • Table Reasons for Buying Cars, Video-Game Players vs. Others by Gender
    • Food
      • Healthy Eating Gets Low Priority
        • Table Attitudes toward Healthy Eating, Video-Game Players vs. Others by Gender
      • Avid Gamers Least Concerned about Healthy Eating
        • Table Attitudes toward Healthy Eating by Gender and Category of Video-Game Player
      • Gamers Don't Count Calories
        • Table Attitudes toward Counting Calories, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Counting Calories by Category of Video-Game Player
      • Frozen Dinners Part of Gamer Lifestyle
        • Table Attitudes toward Eating Prepared Meals, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Eating Prepared Meals by Gender and Category of Video-Game Player
      • New Food Products Interest Videogamers
        • Table Attitudes toward Trying New Foods, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Trying New Foods by Gender and Category of Video-Game Player
    • Financial Services
      • Videogamers Driven by Careers
        • Table Attitudes toward Work and Money, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Work and Money by Gender and Category of Video-Game Player
      • Videogamers More Likely to Spend than Save
        • Table Attitudes toward Personal Financial Management Issues, Video-Game Players vs.Others by Gender
      • Avid Players Least Likely to Feel Financially Secure
        • Table Attitudes toward Personal Financial Management Issues by Gender and Category of Video-Game Player
      • Debit Cards More Popular
        • Table Use of ATM/Debit Cards, Video-Game Players vs. Others by Gender
        • Table Use of ATM/Debit Cards by Gender and Category of Video-Game Player
      • Videogamers Average Users of Credit Cards
        • Table Use of Credit Cards, Video-Game Players vs. Others by Gender
        • Table Use of Credit Cards by Gender and Category of Video-Game Player
      • More Gamers Have Bank Accounts
        • Table Type of Bank Accounts, Video-Game Players vs. Others by Gender
        • Table Type of Bank Accounts by Gender and Category of Video-Game Player
      • New-Car Loans More Common
        • Table Type of Loan, Video-Game Players vs. Others by Gender
        • Table Type of Loan by Gender and Category of Video-Game Player
      • Many Gamers Have Investments
        • Table Type of Investments Owned, Video-Game Players vs. Others by Gender
        • Table Type of Investments Owned by Gender and Category of Video-Game Player
      • Videogamers Good Customers for Insurance Industry
        • Table Ownership of Insurance Policies, Video-Game Players vs. Others by Gender
        • Table Ownership of Insurance Policies by Gender and Category of Video-Game Player
  • The Role of Consumer Electronics and Computers in the Videogamer Lifestyle
    • Videogamers and Consumer Electronics
      • Gamers Are Tech-Savvy
        • Table Attitudes toward Technology, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Technology by Gender and Category of Video-Game Player
      • Videogamers Like to Buy Consumer Electronics
        • Table Attitudes toward Buying Consumer Electronics, Video-Game Players vs. Others by Gender
      • Avid Gamers Are Early Adopters
        • Table Attitudes toward Buying Consumer Electronics Products by Gender and Category of Video-Game Player
      • More Gamers Shop at Home Electronics Stores
        • Table Percent Shopping at Home Electronics Stores in Last 3 Months by Gender, Video-Game Players vs. Others
      • More Videogamers Have Cellphones
        • Table Ownership and Use of Cellphones by Gender, Video-Game Players vs. Others
        • Table Ownership and Use of Cellphones by Gender and Category of Video-Game Player
    • Videogamers and Computers
      • Computers Play Central Role in Gamers' Households
        • Table Ownership of Home Computers by Gender, Video-Game Players vs. Others
        • Table Ownership of Home Computers by Gender and Category of Video-Game Player
      • Home Computer Networks More Common
        • Table Ownership of Home Computer Network by Gender, Video-Game Players vs. Others
        • Table Ownership of Home Computer Network by Gender and Category of Video-Game Player
      • Videogamers Major Market for Home Computer Industry
        • Table Most Recent Purchase of Home Computers by Gender, Video-Game Players vs. Others
        • Table Most Recent Purchase of Home Computers by Gender and Category of Video-Game Player
        • Table 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
      • Gamers Spend Many Hours in Front of Computer Screens
        • Table Number of Hours Per Week Using Home Computer by Gender, Video-Game Players vs.Others
        • Table Number of Hours Per Week Using Home Computer by Gender and Category of Video-Game Player
  • Videogamers and the Internet
    • Impact of the Internet on the Lifestyle of Videogamers
      • Internet Central Part of Videogamers' Lifestyle
        • Table Impact of the Internet on Lifestyle, Video-Game Players vs. Others by Gender
        • Table Impact of the Internet on Lifestyle by Gender and Category of Video-Game Player
      • Traditional Media Lose Ground among Some Videogamers
        • Table Impact of the Internet on Media Usage, Video-Game Players vs. Others by Gender
        • Table 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 Profile of Online Behavior, Video-Game Players vs. Others by Gender
        • Table Profile of Online Behavior by Gender and Category of Video-Game Player
      • Gamers Depend on the Internet
        • Table Method of Access to Internet at Home by Gender, Video-Game Players vs. Others
      • Heavy Internet Use Common
        • Table Number of Times Online at Home in Last 7 Days (except email) by Gender, Video-Game Players vs. Others
      • Avid Gamers Even More Connected
        • Table 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 Websites Visited in Last 30 Days by Men, Video-Game Players vs. Others
        • Table Websites Visited in Last 30 Days by Women, Video-Game Players vs. Others
      • Many Online Activities the Same for Gamers as Non-Gamers
        • Table Online Activities in Last 30 Days, Video-Game Players vs. Others
      • Avid and Moderate Players Focus on Different Online Activities
        • Table Online Activities of Men in Last 30 Days by Category of Video-Game Player
        • Table Online Activities of Women in Last 30 Days by Category of Video-Game Player
  • Media Usage and Receptivity to Advertising
    • Print Media
      • Game Players Depend Less on Newspapers
        • Table Attitudes toward Newspapers, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Newspapers by Gender and Category of Video-Game Player
      • Magazines Seen as Entertainment Source
        • Table Attitudes toward Magazines, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Magazines by Gender and Category of Video-Game Player
      • Videogamers Read Same Magazines as Other Adult Consumers
        • Table Favorite Magazines of Men, Video-Game Players vs. Others
        • Table Favorite Magazines of Women, Video-Game Players vs. Others
    • Radio and Television
      • Gamers Listen to the Radio
        • Table Attitudes toward Radio, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Radio by Gender and Category of Video-Game Player
      • Television Still Important to Most Video-Game Players
        • Table Attitudes toward Video Games and Television by Gender and Category of Video-Game Player
        • Table Attitudes toward Television, Video-Game Players vs. Others by Gender
        • Table Attitudes toward Television by Gender and Category of Video-Game Player
      • Multiple TV Sets Found in Videogamer Households
        • Table Ownership of Television Sets by Gender, Video-Game Players vs. Others
      • Gamers More Likely to Subscribe to Premium Cable Channels
        • Table Subscription to Premium Cable Channels by Gender, Video-Game Players vs. Others
      • TV Choices Similar for Male Gamers but Differ for Women
        • Table Cable TV Channels Watched by Men in Last 7 Days, Video-Game Players vs. Others
        • Table 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 Cable TV Channels Watched by Men in Last 7 Days by Category of Video-Game Player
        • Table 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 Attitudes toward Advertising, Video-Game Players vs. Others by Gender
        • Table 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 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 Attitudes toward Product Placement, Video-Game Players vs. Others by Gender
  • Leisure and Entertainment Choices of Video-Game Players
    • Overview of Leisure Activities
      • Videogamers Work Out
        • Table Exercise Participation by Gender, Video-Game Players vs. Others
      • Fitness Walking Popular
        • Table Favorite Sports of Men, Video Game-Players vs. Others
        • Table Favorite Sports of Women, Video Game-Players vs. Others
      • Videogamers More Active than Other Adults
        • Table Participation in Leisure Activity/Hobby by Men in Last 12 Months, Video-Game Players vs. Others
        • Table Participation in Leisure Activity/Hobby by Women in Last 12 Months, Video Game- Players vs. Others
      • Listening to Music Important to Videogamers
        • Table Purchase of Music in Last 12 Months by Gender, Video-Game Players vs. Others
        • Table Purchase of Music in Last 12 Months by Gender and Category of Video-Game Player
      • Videogamers Still Read Books
    • Going Out
      • Gamers Go Out More
        • Table Attendance at Live Entertainment Events in Last 12 Months by Gender, Video-Game Players vs. Others
        • Table Attendance at Live Entertainment Events in Last 12 Months by Gender and Category of Video-Game Player
      • Fast Food Attracts Videogamers
        • Table 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
        • Table Movie Attendance by Gender, Video-Game Players vs. Others
        • Table Movie Attendance by Gender and Category of Video-Game Player
  • Addresses of Selected Videogamer Market Resources

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