Video gamers profiled-they're not just 18-34
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"To game or not to game," that is the question many on Madison Avenue are contemplating as they look for ways to integrate digital platforms in media allocation models. BIGresearch's latest Simultaneous Media Survey (SIMM 10) of 15,439 consumers identifies several key characteristics that make the "gamer market" a valuable option.
"Gamers are a diverse group of people and 33.4% of the respondents ages 14+ in our SIMM 10 play video games as a leisure time activity," said Gary Drenik, President & CEO of BIGresearch. "Gamers come from all ethnic groups with Hispanics and African Americans making up almost 30% (29.9%) of the gamer market and 34% of gamers are female," said Drenik.
Gamers are much more attuned to cinema, entertainment, media and electronics and this is apparent in their online search behavior. Gamers regularly or occasionally search online for the following more than the overall market which is in parenthesis: cars/trucks 12.7% (9.8%), movies 41.5% (28.6), online entertainment 43.7% (25.5%) and product information/comparative shopping (non-auto) 38% (31.8%).
As far as what triggers an online search for gamers, traditional media fare very well with the top five being magazines, broadcast TV, cable TV, face-to-face communication and reading an article. Internet and email are next, followed by in-store promotions, newspaper and radio.
"Gamers are a diverse group of people and 33.4% of the respondents ages 14+ in our SIMM 10 play video games as a leisure time activity," said Gary Drenik, President & CEO of BIGresearch. "Gamers come from all ethnic groups with Hispanics and African Americans making up almost 30% (29.9%) of the gamer market and 34% of gamers are female," said Drenik.
Gamers are much more attuned to cinema, entertainment, media and electronics and this is apparent in their online search behavior. Gamers regularly or occasionally search online for the following more than the overall market which is in parenthesis: cars/trucks 12.7% (9.8%), movies 41.5% (28.6), online entertainment 43.7% (25.5%) and product information/comparative shopping (non-auto) 38% (31.8%).
As far as what triggers an online search for gamers, traditional media fare very well with the top five being magazines, broadcast TV, cable TV, face-to-face communication and reading an article. Internet and email are next, followed by in-store promotions, newspaper and radio.
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