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Magid on Gamers

MAGID The future of consumer media in the United States is filled with fragmentation, convergence, and uncertainty. Hardly a day passes that one doesn't pick up a magazine or hear a news report that features some new media or communication MEDIA development promising to make consumers' lives simpler, faster, better, and offering more variety, choice, and control. With lower barriers to entry, new players and old are testing the new media waters, looking for an audience hit. Magid Media Futures TM helps our clients find and grow their audience across platforms in this constantly changing environment. FUTURES ON GAMERS Who Plays? 81% 60% 78% 70% 69% 60% 62% of 12-64-year-old consumers play console, PC, handheld, or mobile games. surprisingly, the highest rates 46% Not of use are amongst the younger demo's with 8-1|- year-olds over-indexing their peers by 21%! Total 8-|| 12-17 18-24 25-34 35-44 45-54 Base: Total respondents, n=2,306 Q.I16 Do you ever play any video or computer games? This includes console games, free web-based games, PC games, handheld games, cell phone games, iPhone or iPod Touch games What Are They Playing? I Several times a week Daily TOnce a month or more Once a week Less than once a month Never Console games 15% 23% 11% 11% 1 3% 27% Social network games 14% 11% 7% 6% 10% 51% Game-specific sites or portal sites 11% 14% 9% 12% 1 3% 41% Mobile games 9% 14% 9% 8% 10% 50% PC games 8% 1 2% 8% 8% 12% 51% Handheld games 7% 11% 7% 6% | 2% 56% Free MMOS 6% 5% 4% 5% 7% 73% Subscription MMORPGS 4% 4% 4% 4% 4% 79% Base: Those who play video or computer games n=1,516. Q.I17 (A-H) How often do you play the following types of games? What About Consoles? Have It and Use It THave It IDon't Have It ii 54% 8% 38% XBOX 360 39% 9% 53% 34% 8% 58% Base: Respondents who play console games, n=1,100 Q.130(A-C) Which of the following console game systems do you have in your home in working condition, and which do you personally use? How Do They Want Their Games? 65% Strongly prefer physical copies 49% of 12-64-year-old consumers No preference 25% who own and use a console prefer physical discs over downloads, which is up 8% over the past two years. preference is also up over the past two years with 9% of consumers saying they prefer downloading their games, up from 5% in 2008. Somewhat prefer physical copies 16% Digital Strongly prefer digital copies 5% Somewhat prefer digital downloads 4% Base: Respondents who have current-gen console game systems at home and play consoles games;, n=970 Q.132 When given a choice do you prefer to purchase console games as physical copies or as digital downloads? Who's Going to Spend More This Year? More IThe Same Less Console games 21% 62% 18% Free MMOS 21% 54% 25% Subscription MMORPGS 25% 46% 29% Mobile games 17% 61% 22% PC games 19% 57% 24% Handheld games 17% 59% 25% Game-specific sites or portal sites 14% 63% 23% Social network games 15% 58% 26% Base: Those who spend money on games Q.132.1 In the next 12 months, do you expect to spend more, less or the same amount of money as you do now on each of the following types of gaming? How Do They Decide To Buy? When a new game comes out, are you... 52% 14% of 12-64-year-old gamers wait for the price of a new game to drop before buying it. marketing shows strength with 34% gamers waiting to hear what their friends think of a game before Word-of-mouth IThe first to try it of 52% Waiting to hear feedback 34% Waiting for the price to drop jumping in. Early adopters are the smallest segment with 14% of games saying that they're one of the first to try new games when they come out. Base: Those who play video games n=1,448 Q.126 When a new game comes out, are you...? What About DLC? Have you heard of it? What DLC is worth buying? O Ili 53% 50% 49% 29% 29% 36% Aware of and purchased DLC Aware of but haven't purchased DLC INever heard of it 42% New pieces Extended New modes of in-game storylines New missions content Base: Respondents who have current-gen console game systems at home; n=970 Q.133 Are you aware that through most consoles you can buy virtual goods, also called downloadable content (DLC) for your games? Base: Those who purchase DLC for console games n=283 Q.135 What two types of DLC would you consider most worth buying? How likely are you to buy DLC in the future? 15 - Very likely 14 | - Not at all likely Not sure 6% 13% 23% 20% 25% 13% Base:Those who have game consoles, n=404. Q.136 How likely are you to buy DLC in the future? INTERESTED? Magid Media Futures TM is an annual survey of domestic consumers conducted by Frank N. Magid Associates, Inc. In 2011 we talked to 2,482 consumers about topics ranging from mobile to cord-cutting. Contact Mike Vorhaus (mvorhaus at magid dot com) to request a full copy of the findings. MAGID The future of consumer media in the United States is filled with fragmentation, convergence, and uncertainty. Hardly a day passes that one doesn't pick up a magazine or hear a news report that features some new media or communication MEDIA development promising to make consumers' lives simpler, faster, better, and offering more variety, choice, and control. With lower barriers to entry, new players and old are testing the new media waters, looking for an audience hit. Magid Media Futures TM helps our clients find and grow their audience across platforms in this constantly changing environment. FUTURES ON GAMERS Who Plays? 81% 60% 78% 70% 69% 60% 62% of 12-64-year-old consumers play console, PC, handheld, or mobile games. surprisingly, the highest rates 46% Not of use are amongst the younger demo's with 8-1|- year-olds over-indexing their peers by 21%! Total 8-|| 12-17 18-24 25-34 35-44 45-54 Base: Total respondents, n=2,306 Q.I16 Do you ever play any video or computer games? This includes console games, free web-based games, PC games, handheld games, cell phone games, iPhone or iPod Touch games What Are They Playing? I Several times a week Once a week Daily Once a month or more Less than once a month Never Console games 15% 23% 11% | 3% 27% Social network games 14% 11% 7% 6% 10% 51% Game-specific sites or portal sites 11% 14% 9% 12% 1 3% 41% Mobile games 9% 14% 9% 8% 10% 50% PC games 8% 12% 8% 8% |2% 51% Handheld games 7% 11% 7% 6% | 2% 56% Free MMOS 6% 5% 4% 5% 7% 73% Subscription MMORPGS 4% 4% 4% 4% 4% 79% Base: Those who play video or computer games n=1,516. Q.|17 (A-H) How often do you play the following types of games? What About Consoles? Have It and Use It THave It IDon't Have It Wii 54% 8% 38% ХВОХ 360. 39% 9% 53% PS3 34% 8% 58% Base: Respondents who play console games, n=1,100 Q.130(A-C) Which of the following console game systems do you have in your home in working condition, and which do you personally use? How Do They Want Their Games? 65% Strongly prefer physical copies 49% of 12-64-year-old consumers No preference 25% who own and use a console prefer physical discs over downloads, which is up 8% over the past two years. Somewhat prefer physical copies 16% Digital preference is also up over the past two years with 9% of consumers saying they prefer downloading their games, up from 5% in 2008. Strongly prefer digital copies 5% Somewhat prefer digital downloads 4% Base: Respondents who have current-gen console game systems at home and play consoles games;, n=970 Q.132 When given a choice do you prefer to purchase console games as physical copies or as digital downloads? Who's Going to Spend More This Year? More IThe Same |Less Console games 21% 62% 18% Free MMOS 21% 54% 25% Subscription MMORPGS 25% 46% 29% Mobile games 17% 61% 22% PC games 19% 57% 24% Handheld games 17% 59% 25% Game-specific sites or portal sites 14% 63% 23% Social network games 15% 58% 26% Base: Those who spend money on games Q.132.1 In the next 12 months, do you expect to spend more, less or the same amount of money as you do now on each of the following types of gaming? How Do They Decide To Buy? When a new game comes out, are you... 52% 14% of 12-64-year-old gamers wait for the price of a new game to drop before buying it. marketing shows strength with 34% gamers waiting to hear what their friends think of a game before jumping in. Early adopters are the smallest segment with 14% of games saying that they're one of the first to Word-of-mouth The first to try it of 52% Waiting to hear feedback 34% Waiting for the price to drop try new games when they come out. Base: Those who play video games n=1,448 Q.126 When a new game comes out, are you...? What About DLC? Have you heard of it? What DLC is worth buying? O Ili 53% 50% 49% 29% 29% 36% Aware of and purchased DLC Aware of but haven't purchased DLC INever heard of it 42% New pieces Extended New modes of in-game storylines New missions content Base: Respondents who have current-gen console game systems at home; n=970 Q.133 Are you aware that through most consoles you can buy virtual goods, also called downloadable content (DLC) for your games? Base: Those who purchase DLC for console games n=283 Q.135 What two types of DLC would you consider most worth buying? How likely are you to buy DLC in the future? 15 - Very likely 14 2 | - Not at all likely Not sure 6% 13% 23% 20% 25% 13% Base:Those who have game consoles, n=404. Q.136 How likely are you to buy DLC in the future? INTERESTED? Magid Media Futures TM is an annual survey of domestic consumers conducted by Frank N. Magid Associates, Inc. In 2011 we talked to 2,482 consumers about topics ranging from mobile to cord-cutting. Contact Mike Vorhaus (mvorhaus at magid dot com) to request a full copy of the findings. MAGID The future of consumer media in the United States is filled with fragmentation, convergence, and uncertainty. Hardly a day passes that one doesn't pick up a magazine or hear a news report that features some new media or communication MEDIA development promising to make consumers' lives simpler, faster, better, and offering more variety, choice, and control. With lower barriers to entry, new players and old are testing the new media waters, looking for an audience hit. Magid Media Futures TM helps our clients find and grow their audience across platforms in this constantly changing environment. FUTURES ON GAMERS Who Plays? 81% 60% 78% 70% 69% 60% 62% of 12-64-year-old consumers play console, PC, handheld, or mobile games. surprisingly, the highest rates 46% Not of use are amongst the younger demo's with 8-1|- year-olds over-indexing their peers by 21%! Total 8-|| 12-17 18-24 25-34 35-44 45-54 Base: Total respondents, n=2,306 Q.I16 Do you ever play any video or computer games? This includes console games, free web-based games, PC games, handheld games, cell phone games, iPhone or iPod Touch games What Are They Playing? I Several times a week Once a week Daily Once a month or more Less than once a month Never Console games 15% 23% 11% | 3% 27% Social network games 14% 11% 7% 6% 10% 51% Game-specific sites or portal sites 11% 14% 9% 12% 1 3% 41% Mobile games 9% 14% 9% 8% 10% 50% PC games 8% 12% 8% 8% |2% 51% Handheld games 7% 11% 7% 6% | 2% 56% Free MMOS 6% 5% 4% 5% 7% 73% Subscription MMORPGS 4% 4% 4% 4% 4% 79% Base: Those who play video or computer games n=1,516. Q.|17 (A-H) How often do you play the following types of games? What About Consoles? Have It and Use It THave It IDon't Have It Wii 54% 8% 38% ХВОХ 360. 39% 9% 53% PS3 34% 8% 58% Base: Respondents who play console games, n=1,100 Q.130(A-C) Which of the following console game systems do you have in your home in working condition, and which do you personally use? How Do They Want Their Games? 65% Strongly prefer physical copies 49% of 12-64-year-old consumers No preference 25% who own and use a console prefer physical discs over downloads, which is up 8% over the past two years. Somewhat prefer physical copies 16% Digital preference is also up over the past two years with 9% of consumers saying they prefer downloading their games, up from 5% in 2008. Strongly prefer digital copies 5% Somewhat prefer digital downloads 4% Base: Respondents who have current-gen console game systems at home and play consoles games;, n=970 Q.132 When given a choice do you prefer to purchase console games as physical copies or as digital downloads? Who's Going to Spend More This Year? More IThe Same |Less Console games 21% 62% 18% Free MMOS 21% 54% 25% Subscription MMORPGS 25% 46% 29% Mobile games 17% 61% 22% PC games 19% 57% 24% Handheld games 17% 59% 25% Game-specific sites or portal sites 14% 63% 23% Social network games 15% 58% 26% Base: Those who spend money on games Q.132.1 In the next 12 months, do you expect to spend more, less or the same amount of money as you do now on each of the following types of gaming? How Do They Decide To Buy? When a new game comes out, are you... 52% 14% of 12-64-year-old gamers wait for the price of a new game to drop before buying it. marketing shows strength with 34% gamers waiting to hear what their friends think of a game before jumping in. Early adopters are the smallest segment with 14% of games saying that they're one of the first to Word-of-mouth The first to try it of 52% Waiting to hear feedback 34% Waiting for the price to drop try new games when they come out. Base: Those who play video games n=1,448 Q.126 When a new game comes out, are you...? What About DLC? Have you heard of it? What DLC is worth buying? O Ili 53% 50% 49% 29% 29% 36% Aware of and purchased DLC Aware of but haven't purchased DLC INever heard of it 42% New pieces Extended New modes of in-game storylines New missions content Base: Respondents who have current-gen console game systems at home; n=970 Q.133 Are you aware that through most consoles you can buy virtual goods, also called downloadable content (DLC) for your games? Base: Those who purchase DLC for console games n=283 Q.135 What two types of DLC would you consider most worth buying? How likely are you to buy DLC in the future? 15 - Very likely 14 2 | - Not at all likely Not sure 6% 13% 23% 20% 25% 13% Base:Those who have game consoles, n=404. Q.136 How likely are you to buy DLC in the future? INTERESTED? Magid Media Futures TM is an annual survey of domestic consumers conducted by Frank N. Magid Associates, Inc. In 2011 we talked to 2,482 consumers about topics ranging from mobile to cord-cutting. Contact Mike Vorhaus (mvorhaus at magid dot com) to request a full copy of the findings. MAGID The future of consumer media in the United States is filled with fragmentation, convergence, and uncertainty. Hardly a day passes that one doesn't pick up a magazine or hear a news report that features some new media or communication MEDIA development promising to make consumers' lives simpler, faster, better, and offering more variety, choice, and control. With lower barriers to entry, new players and old are testing the new media waters, looking for an audience hit. Magid Media Futures TM helps our clients find and grow their audience across platforms in this constantly changing environment. FUTURES ON GAMERS Who Plays? 81% 60% 78% 70% 69% 60% 62% of 12-64-year-old consumers play console, PC, handheld, or mobile games. surprisingly, the highest rates 46% Not of use are amongst the younger demo's with 8-1|- year-olds over-indexing their peers by 21%! Total 8-|| 12-17 18-24 25-34 35-44 45-54 Base: Total respondents, n=2,306 Q.I16 Do you ever play any video or computer games? This includes console games, free web-based games, PC games, handheld games, cell phone games, iPhone or iPod Touch games What Are They Playing? I Several times a week Once a week Daily Once a month or more Less than once a month Never Console games 15% 23% 11% | 3% 27% Social network games 14% 11% 7% 6% 10% 51% Game-specific sites or portal sites 11% 14% 9% 12% 1 3% 41% Mobile games 9% 14% 9% 8% 10% 50% PC games 8% 12% 8% 8% |2% 51% Handheld games 7% 11% 7% 6% | 2% 56% Free MMOS 6% 5% 4% 5% 7% 73% Subscription MMORPGS 4% 4% 4% 4% 4% 79% Base: Those who play video or computer games n=1,516. Q.|17 (A-H) How often do you play the following types of games? What About Consoles? Have It and Use It THave It IDon't Have It Wii 54% 8% 38% ХВОХ 360. 39% 9% 53% PS3 34% 8% 58% Base: Respondents who play console games, n=1,100 Q.130(A-C) Which of the following console game systems do you have in your home in working condition, and which do you personally use? How Do They Want Their Games? 65% Strongly prefer physical copies 49% of 12-64-year-old consumers No preference 25% who own and use a console prefer physical discs over downloads, which is up 8% over the past two years. Somewhat prefer physical copies 16% Digital preference is also up over the past two years with 9% of consumers saying they prefer downloading their games, up from 5% in 2008. Strongly prefer digital copies 5% Somewhat prefer digital downloads 4% Base: Respondents who have current-gen console game systems at home and play consoles games;, n=970 Q.132 When given a choice do you prefer to purchase console games as physical copies or as digital downloads? Who's Going to Spend More This Year? More IThe Same |Less Console games 21% 62% 18% Free MMOS 21% 54% 25% Subscription MMORPGS 25% 46% 29% Mobile games 17% 61% 22% PC games 19% 57% 24% Handheld games 17% 59% 25% Game-specific sites or portal sites 14% 63% 23% Social network games 15% 58% 26% Base: Those who spend money on games Q.132.1 In the next 12 months, do you expect to spend more, less or the same amount of money as you do now on each of the following types of gaming? How Do They Decide To Buy? When a new game comes out, are you... 52% 14% of 12-64-year-old gamers wait for the price of a new game to drop before buying it. marketing shows strength with 34% gamers waiting to hear what their friends think of a game before jumping in. Early adopters are the smallest segment with 14% of games saying that they're one of the first to Word-of-mouth The first to try it of 52% Waiting to hear feedback 34% Waiting for the price to drop try new games when they come out. Base: Those who play video games n=1,448 Q.126 When a new game comes out, are you...? What About DLC? Have you heard of it? What DLC is worth buying? O Ili 53% 50% 49% 29% 29% 36% Aware of and purchased DLC Aware of but haven't purchased DLC INever heard of it 42% New pieces Extended New modes of in-game storylines New missions content Base: Respondents who have current-gen console game systems at home; n=970 Q.133 Are you aware that through most consoles you can buy virtual goods, also called downloadable content (DLC) for your games? Base: Those who purchase DLC for console games n=283 Q.135 What two types of DLC would you consider most worth buying? How likely are you to buy DLC in the future? 15 - Very likely 14 2 | - Not at all likely Not sure 6% 13% 23% 20% 25% 13% Base:Those who have game consoles, n=404. Q.136 How likely are you to buy DLC in the future? INTERESTED? Magid Media Futures TM is an annual survey of domestic consumers conducted by Frank N. Magid Associates, Inc. In 2011 we talked to 2,482 consumers about topics ranging from mobile to cord-cutting. Contact Mike Vorhaus (mvorhaus at magid dot com) to request a full copy of the findings. MAGID The future of consumer media in the United States is filled with fragmentation, convergence, and uncertainty. Hardly a day passes that one doesn't pick up a magazine or hear a news report that features some new media or communication MEDIA development promising to make consumers' lives simpler, faster, better, and offering more variety, choice, and control. With lower barriers to entry, new players and old are testing the new media waters, looking for an audience hit. Magid Media Futures TM helps our clients find and grow their audience across platforms in this constantly changing environment. FUTURES ON GAMERS Who Plays? 81% 60% 78% 70% 69% 60% 62% of 12-64-year-old consumers play console, PC, handheld, or mobile games. surprisingly, the highest rates 46% Not of use are amongst the younger demo's with 8-1|- year-olds over-indexing their peers by 21%! Total 8-|| 12-17 18-24 25-34 35-44 45-54 Base: Total respondents, n=2,306 Q.I16 Do you ever play any video or computer games? This includes console games, free web-based games, PC games, handheld games, cell phone games, iPhone or iPod Touch games What Are They Playing? I Several times a week Once a week Daily Once a month or more Less than once a month Never Console games 15% 23% 11% | 3% 27% Social network games 14% 11% 7% 6% 10% 51% Game-specific sites or portal sites 11% 14% 9% 12% 1 3% 41% Mobile games 9% 14% 9% 8% 10% 50% PC games 8% 12% 8% 8% |2% 51% Handheld games 7% 11% 7% 6% | 2% 56% Free MMOS 6% 5% 4% 5% 7% 73% Subscription MMORPGS 4% 4% 4% 4% 4% 79% Base: Those who play video or computer games n=1,516. Q.|17 (A-H) How often do you play the following types of games? What About Consoles? Have It and Use It THave It IDon't Have It Wii 54% 8% 38% ХВОХ 360. 39% 9% 53% PS3 34% 8% 58% Base: Respondents who play console games, n=1,100 Q.130(A-C) Which of the following console game systems do you have in your home in working condition, and which do you personally use? How Do They Want Their Games? 65% Strongly prefer physical copies 49% of 12-64-year-old consumers No preference 25% who own and use a console prefer physical discs over downloads, which is up 8% over the past two years. Somewhat prefer physical copies 16% Digital preference is also up over the past two years with 9% of consumers saying they prefer downloading their games, up from 5% in 2008. Strongly prefer digital copies 5% Somewhat prefer digital downloads 4% Base: Respondents who have current-gen console game systems at home and play consoles games;, n=970 Q.132 When given a choice do you prefer to purchase console games as physical copies or as digital downloads? Who's Going to Spend More This Year? More IThe Same |Less Console games 21% 62% 18% Free MMOS 21% 54% 25% Subscription MMORPGS 25% 46% 29% Mobile games 17% 61% 22% PC games 19% 57% 24% Handheld games 17% 59% 25% Game-specific sites or portal sites 14% 63% 23% Social network games 15% 58% 26% Base: Those who spend money on games Q.132.1 In the next 12 months, do you expect to spend more, less or the same amount of money as you do now on each of the following types of gaming? How Do They Decide To Buy? When a new game comes out, are you... 52% 14% of 12-64-year-old gamers wait for the price of a new game to drop before buying it. marketing shows strength with 34% gamers waiting to hear what their friends think of a game before jumping in. Early adopters are the smallest segment with 14% of games saying that they're one of the first to Word-of-mouth The first to try it of 52% Waiting to hear feedback 34% Waiting for the price to drop try new games when they come out. Base: Those who play video games n=1,448 Q.126 When a new game comes out, are you...? What About DLC? Have you heard of it? What DLC is worth buying? O Ili 53% 50% 49% 29% 29% 36% Aware of and purchased DLC Aware of but haven't purchased DLC INever heard of it 42% New pieces Extended New modes of in-game storylines New missions content Base: Respondents who have current-gen console game systems at home; n=970 Q.133 Are you aware that through most consoles you can buy virtual goods, also called downloadable content (DLC) for your games? Base: Those who purchase DLC for console games n=283 Q.135 What two types of DLC would you consider most worth buying? How likely are you to buy DLC in the future? 15 - Very likely 14 2 | - Not at all likely Not sure 6% 13% 23% 20% 25% 13% Base:Those who have game consoles, n=404. Q.136 How likely are you to buy DLC in the future? INTERESTED? Magid Media Futures TM is an annual survey of domestic consumers conducted by Frank N. Magid Associates, Inc. In 2011 we talked to 2,482 consumers about topics ranging from mobile to cord-cutting. Contact Mike Vorhaus (mvorhaus at magid dot com) to request a full copy of the findings. MAGID The future of consumer media in the United States is filled with fragmentation, convergence, and uncertainty. Hardly a day passes that one doesn't pick up a magazine or hear a news report that features some new media or communication MEDIA development promising to make consumers' lives simpler, faster, better, and offering more variety, choice, and control. With lower barriers to entry, new players and old are testing the new media waters, looking for an audience hit. Magid Media Futures TM helps our clients find and grow their audience across platforms in this constantly changing environment. FUTURES ON GAMERS Who Plays? 81% 60% 78% 70% 69% 60% 62% of 12-64-year-old consumers play console, PC, handheld, or mobile games. surprisingly, the highest rates 46% Not of use are amongst the younger demo's with 8-1|- year-olds over-indexing their peers by 21%! Total 8-|| 12-17 18-24 25-34 35-44 45-54 Base: Total respondents, n=2,306 Q.I16 Do you ever play any video or computer games? This includes console games, free web-based games, PC games, handheld games, cell phone games, iPhone or iPod Touch games What Are They Playing? I Several times a week Once a week Daily Once a month or more Less than once a month Never Console games 15% 23% 11% | 3% 27% Social network games 14% 11% 7% 6% 10% 51% Game-specific sites or portal sites 11% 14% 9% 12% 1 3% 41% Mobile games 9% 14% 9% 8% 10% 50% PC games 8% 12% 8% 8% |2% 51% Handheld games 7% 11% 7% 6% | 2% 56% Free MMOS 6% 5% 4% 5% 7% 73% Subscription MMORPGS 4% 4% 4% 4% 4% 79% Base: Those who play video or computer games n=1,516. Q.|17 (A-H) How often do you play the following types of games? What About Consoles? Have It and Use It THave It IDon't Have It Wii 54% 8% 38% ХВОХ 360. 39% 9% 53% PS3 34% 8% 58% Base: Respondents who play console games, n=1,100 Q.130(A-C) Which of the following console game systems do you have in your home in working condition, and which do you personally use? How Do They Want Their Games? 65% Strongly prefer physical copies 49% of 12-64-year-old consumers No preference 25% who own and use a console prefer physical discs over downloads, which is up 8% over the past two years. Somewhat prefer physical copies 16% Digital preference is also up over the past two years with 9% of consumers saying they prefer downloading their games, up from 5% in 2008. Strongly prefer digital copies 5% Somewhat prefer digital downloads 4% Base: Respondents who have current-gen console game systems at home and play consoles games;, n=970 Q.132 When given a choice do you prefer to purchase console games as physical copies or as digital downloads? Who's Going to Spend More This Year? More IThe Same |Less Console games 21% 62% 18% Free MMOS 21% 54% 25% Subscription MMORPGS 25% 46% 29% Mobile games 17% 61% 22% PC games 19% 57% 24% Handheld games 17% 59% 25% Game-specific sites or portal sites 14% 63% 23% Social network games 15% 58% 26% Base: Those who spend money on games Q.132.1 In the next 12 months, do you expect to spend more, less or the same amount of money as you do now on each of the following types of gaming? How Do They Decide To Buy? When a new game comes out, are you... 52% 14% of 12-64-year-old gamers wait for the price of a new game to drop before buying it. marketing shows strength with 34% gamers waiting to hear what their friends think of a game before jumping in. Early adopters are the smallest segment with 14% of games saying that they're one of the first to Word-of-mouth The first to try it of 52% Waiting to hear feedback 34% Waiting for the price to drop try new games when they come out. Base: Those who play video games n=1,448 Q.126 When a new game comes out, are you...? What About DLC? Have you heard of it? What DLC is worth buying? O Ili 53% 50% 49% 29% 29% 36% Aware of and purchased DLC Aware of but haven't purchased DLC INever heard of it 42% New pieces Extended New modes of in-game storylines New missions content Base: Respondents who have current-gen console game systems at home; n=970 Q.133 Are you aware that through most consoles you can buy virtual goods, also called downloadable content (DLC) for your games? Base: Those who purchase DLC for console games n=283 Q.135 What two types of DLC would you consider most worth buying? How likely are you to buy DLC in the future? 15 - Very likely 14 2 | - Not at all likely Not sure 6% 13% 23% 20% 25% 13% Base:Those who have game consoles, n=404. Q.136 How likely are you to buy DLC in the future? INTERESTED? Magid Media Futures TM is an annual survey of domestic consumers conducted by Frank N. Magid Associates, Inc. In 2011 we talked to 2,482 consumers about topics ranging from mobile to cord-cutting. Contact Mike Vorhaus (mvorhaus at magid dot com) to request a full copy of the findings.

Magid on Gamers

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Magid Media Futures™ is an annual survey of domestic consumers conducted by Frank N. Magid Associates, Inc. In 2011 we talked to 2,482 consumers about topics ranging from mobile to cord-cutting. ...

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