Table of Contents
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
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
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