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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] 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] 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.
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