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

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

Jan 1, 2009
269 Pages - Pub ID: LA2042474

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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

800.298.5294

Int'l: +1.240.747.3095

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