Abstract
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
Packaged Facts 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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