Changing Face of Gamers

[Tami]

Press Release - IGN AND IPSOS MediaCT DEBUT RESEARCH STUDY ON THE CHANGING FACE OF VIDEOGAMERS
Study Breaks Long-Standing Stereotypes and Shows Gamers are More Social, More Active and More Valuable as Consumers than Non-Gamers
NEW YORK – October 16, 2008 – IGN Entertainment, a division of Fox Interactive Media, and IPSOS Media CT today released "Are You Game?", a series of research findings from a comprehensive study examining the growing diversity, consumption patterns and social activity of videogamers. The results of this unique study – which included a quantitative overview as well as focus groups and in-home interviews – were released this morning in New York at an event for IGN advertising clients.

This unique research study was conducted in two phases, a quantitative overview of gaming households among the U.S. online population, and a follow-up qualitative deep dive among the key segments in the gaming market. The qualitative portion of the research included focus groups and in-home interviews.

While videogaming has in the past been stereotyped as a solitary activity, statistics from the research study point to the fact that videogamers are now more likely than non-gamers to play sports, attend a concert or even go out on a date. In addition, the study's results point to videogame players evolving into a surprisingly diverse crowd, with the average age of gamers now topping 30 and more than half of gamers married with kids.

The Study also identifies new segments of gamers – highlighting groups such as "Social Troopers", "Family 3.0", "Weekend Warriors" and "Traditional Core" – in order to more specifically define usage habits, purchasing patterns and other aspects of the lives of videogamers. The segments also delve into media consumption, identify decision makers within households and generally break down the lifestyle interests of each group in order to more accurately define their value as consumers.

"This study is a first-of-its kind look at how videogames and videogamers are breaking away from stereotypes that have been in place since Pong," said Roy Bahat, General Manager of IGN Entertainment. "This was more than a quantitative survey – we visited gamers in their homes and received incredibly personal feedback about how videogames influence, enhance and affect their daily lives, familial relationships and friendships."

ARE YOU GAME?
According to the study, people from an incredibly diverse demographic set would answer this question in the affirmative. 55% of gamers polled were married, 48% have kids, and new gamers – those who have started playing videogames in the past two years – are 32 years old on average.

"Based on the research, it's obvious that the gaming market has outgrown many commonly held stereotypes about the relative homogeneity of video gamers," said Adam Wright, Director of Research for Ipsos MediaCT. "Today's gamers represent a wide variety of demographic groups: men and women, kids, parents and grandparents, younger and older consumers. All this underscores the fact that gaming has become a mainstream medium in this country that appeals people from all walks of life."

OUTGROWING THE ANTI-SOCIAL CLICHÉ
Throughout the study, both quantitative and qualitative evidence points to the increasingly social nature of videogames. According to the research, more than 75% of videogamers play games with other people either online or in person. In addition, that data is reflected by attitudes about playing with both friends and family, with more than 47% of people living in gaming households saying that videogames were a fun way to interact with other family members.

The study also indicates that gamers are actually more social and more active than non-gamers. According to the data, gamers were twice as likely to go out on dates as non-gamers in a given month. In addition, gamers were 13% more likely to go out to a movie, 11% more likely to play sports and 9% more likely to go out with friends than non-gamers.

GAMERS TALK; EVERYONE LISTENS
Gamers have not only become more social, but they have surpassed non-gamers as pop culture influencers – especially in terms of television and movies. According to the data 37% of gamers said friends and family relied upon them to stay up-to-date about movies, TV shows and the latest entertainment news, compared to only 22% for non-gamers. The data also points to gamers as early adopters of technology and gadgets, with 39% indicating that friends and family rely upon them to stay up-to-date about the latest technology.

FIRST-PERSON SHOOTERS AND SHOPPERS
Gamers have evolved not only in terms of demographics and activities, but also as consumers. In terms of hard dollars, the average gaming household income ($79,000) is notably higher than that of non-gaming households ($54,000), but the value of the gamer as a marketing target can be seen in a variety of ways.

As early adopters, gamers have also shown a willingness to pay extra for the latest and greatest. According to the data, gamers are twice as likely as non-gamers to buy a product featuring new technology even if they are aware that there are still bugs. Gamers are also twice as likely as non-gamers to pay a premium for the newest technology on the market. Gamers also consume media in different ways than non-gamers, with hard-core gamers spending – per week – five more hours on the Internet, two more hours watching television and two more hours listening to music than non-gamers.

"This study confirms both the active engagement and diversity of the videogaming audience – something our core advertisers have known for a long time," said Charlie Barrett, SVP of Sales for IGN. "For mainstream marketers, this data serves as a great piece of evidence that videogamers represent a valuable audience of smart, influential and active decision makers."

STUDY METHODOLOGY
Research was conducted in two phases, a quantitative overview of gaming households among the U.S. online population, and a follow-up qualitative deep dive among the key segments in the gaming market.

The quantitative research was conducted in June 2008 by Ipsos MediaCT, the technology, media and entertainment division of Ipsos. Approximately 3,000 respondents completed the 25-minute online survey among an online representative population of 12- to 54-year-olds. Respondents qualified based on whether they owned a modern gaming console, handheld system, or a PC/Mac that is used to play games.

Follow-up qualitative research was conducted by Ipsos Understanding UnLtd. in August 2008. Three focus groups were carried out in Los Angeles, immediately followed by three in-home ethnographies to further assess how videogames are incorporated within the household.

[Jim]

[quote]statistics from the research study point to the fact that videogamers are now more likely than non-gamers to play sports, attend a concert or even go out on a date[/quote]

I dunno why, but that made me laugh. >.>

[Tami]

probably because of the way society - at least, the "uninformed" part of society, thinks all gamers are addicts and never do anything except game.